Market Driven Management: Strategic and Operational Marketing / Edition 2

Market Driven Management: Strategic and Operational Marketing / Edition 2

by Jean-Jacques Lambin, Ruben Chumpitaz, Isabelle Schuiling
     
 

ISBN-10: 1403998523

ISBN-13: 9781403998521

Pub. Date: 03/20/2007

Publisher: Palgrave Macmillan

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-marketing environment. In

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Overview

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-marketing environment. In addition, the author examines marketing strategy, demonstrating how strategic decisions can be implemented at the operational level.

 

Companion Website: http://www.palgrave.com/business/lambin/index.html

Product Details

ISBN-13:
9781403998521
Publisher:
Palgrave Macmillan
Publication date:
03/20/2007
Edition description:
Second Edition
Pages:
496
Product dimensions:
7.46(w) x 9.69(h) x 1.11(d)

Table of Contents

PART 1: THE CHANGING ROLE OF MARKETING
• Introductory Chapter
• From Marketing to Market-Driven Management
• PART 2: UNDERSTANDING CUSTOMER BEHAVIOUR
• Customer Choice Behaviour
• Customer Response Behaviour
• PART 3: MARKET-DRIVEN STRATEGY DEVELOPMENT
• Needs Analysis Through Market Segmentation
• Market Attractiveness Analysis
• Competitive Analysis
• Formulating a Marketing Strategy
• The Strategic Marketing Plan
• PART 4: MARKET-DRIVEN MANAGEMENT DECISIONS
• Brand Management
• New Product Decisions
• Market-Driven Distribution Decisions
• Market-Driven Pricing Decisions
• Market-Driven Communication Decisions
• Market-Driven Advertising Decisions
• PART 5: CASE STUDIES

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