[PDF] Market-Driven Management: Strategic and Operational Marketing
❀ Jean-Jacques Lambin, Isabelle Schuiling ❀
#2047245 in eBooks 2012-07-19 2012-02-03File Name: B0128QCG96
"Lambin et al has, for some time, carved out a very distinctive niche and made a very differentiated marketing textbook. . .the text has emphasized how 21st century marketing requires constant attention to the market - and by this we mean the entire network of people involved in the production andMarket-Driven Management adopts a broad approach to marketing, integrating the strategic and operational elements of the discipline. Lambin's unique approach reflects how marketing operates empirically, as both a business philosophy and an action-oriented process. Motivated by the increased complexity of markets, globalisation, deregulation, and the development of e-commerce, the author challenges the traditional concept of the 4Ps and the functional roles of marketing departments, focusing ins... [PDF.sh26] Market-Driven Management: Strategic and Operational Marketing Rating: 3.62 (498 Votes)
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