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Lambin, Jean-Jacques, 1933-

Market-driven management : strategic and operational marketing / Jean-Jacques Lambin with Isabelle Schuiling. - 3rd ed. - Houndmills, Basingstoke ; New York, NY : Palgrave Macmillan, 2012. - xxv, 590 p. : ill. ; 25 cm.

Includes bibliographical references and index.

The marketing concept -- The market orientation concept -- The impact of globalization -- Emerging values and issues -- Customers' needs analysis -- The customer purchase behaviour -- Measuring customers' response -- Needs analysis through market segmentation -- Market attractiveness analysis -- Company competitiveness analysis -- Market targeting and positioning decisions -- Formulating a marketing strategy -- New product decisions -- Brand management -- Distribution channel decisions -- The battle of the brands in B2C markets -- Pricing decisions -- Marketing communication decisions -- Advertising offline and online decisions -- Measuring marketing performance -- The strategic and operational marketing plan.

ISBN: 9780230276024

LCCN: 2012008999

Subjects--Topical Terms:
Marketing--Europe.
Marketing--Management.--Europe

LC Class. No.: HF5415.12 E8 / L36 2012

Dewey Class. No.: 658.8/02