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Market-Driven Management: Strategic and Operational Marketing
MarketDriven Management Strategic and Operational Marketing
Author: Jean-Jacques Lambin, Isabelle Schuiling
Market-Driven Management challenges the traditional concept of the 4Ps and the "functional" role of marketing departments. The authors enlarge the market definition to embrace the key market players operating not only in the traditional global market, but also in the global electronic market. In addition they explore: managing one-to-one relatio...  more »
ISBN-13: 9780230276024
ISBN-10: 0230276024
Publication Date: 8/21/2012
Pages: 624
Edition: Third Edition, Revis
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Publisher: Palgrave Macmillan
Book Type: Paperback
Other Versions: Hardcover
Members Wishing: 0
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