Market-driven management : Strategic and operational marketing / Jean-Jacques Lambin with Isabelle Schuiling

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Market-driven management : Strategic and operational marketing / Jean-Jacques Lambin with Isabelle Schuiling

Book

LAMBIN, Jean-Jacques. Author | MOERLOOSE, Chantal de. Author

Published by Dunod - 2012 , 3rd ed.

Library: Paris Montparnasse Paris Champerret

Source : Syracuse

Item type: Book
Language: English

Publication year: 2012
Edition no.: 3rd ed.

ISBN: 978-2-10-057803-0

Note

Figures, tables

This book 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 relationships with customers, through CRM tools now available thanks to developments in information technology ; brand management ; and the emergence of new values, aiming at sustainable development within a market economy.

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