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Market-driven management : strategic and operational marketing /

by Lambin, Jean-Jacques; Schuiling, Isabelle.
Material type: materialTypeLabelBookPublisher: Houndmills, Basingstoke ; New York, NY : Palgrave Macmillan, 2012Edition: 3rd ed.Description: xxv, 590 p. : ill. ; 25 cm.ISBN: 9780230276024.Subject(s): Marketing -- Europe | Marketing -- Europe -- Management
Contents:
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.
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Book Book
Lee Yan Fong Library

Lee Yan Fong Library

Library Collection 		HF5415.12 E8 L36 2012 (Browse shelf) Available 00001903
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HF5415.1 H37 2014 Marketing mistakes and successes / HF5415.12 C5 S83 2010 Succeeding in China. HF5415.12.C5 Z4656 2010 中國內銷實戰攻略 : HF5415.12 E8 L36 2012 Market-driven management : HF5415.123 A54 2014 Principles of integrated marketing communications / HF5415.123 B42 2007 You, Inc. : HF5415.123 B42 2011 You, Inc. :

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.

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