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Market-Driven Management, Second Edition: Strategic and Operational Marketing
MarketDriven Management Second Edition Strategic and Operational Marketing
Author: Jean-Jacques Lambin, Ruben Chumpitaz, Isabelle Schuiling
Taking a market orientation approach, the author challenges the traditional concept of the 4 Ps and the "functional" role of marketing departments. The author enlarges the market definition to embrace all the key market players, to include competitors, distributors and prescribers as well as the various customer groups in the wider macro-marketi...  more »
ISBN-13: 9781403998521
ISBN-10: 1403998523
Publication Date: 6/26/2007
Pages: 496
Edition: 2nd
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Publisher: Palgrave Macmillan
Book Type: Paperback
Other Versions: Hardcover
Members Wishing: 0
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