Market-driven Management
An Introduction to Marketing
Published on 17. March 2000
Book
Hardback
768 pages
978-0-333-79318-3 (ISBN)
Description
Taking a market-orientation approach, the author challenges the traditional concept of the 4Ps and the functional role of marketing departments. Using examples from a range of manufacturing, service, consumer and business to business sectors, the text ends with 10 longer case studies. There is a free Instructor's Support Manual on the Macmillan Business website.
More details
Language
English
Place of publication
Basingstoke
United Kingdom
Target group
College/higher education
Dimensions
Height: 252 mm
Width: 192 mm
Weight
1551 gr
ISBN-13
978-0-333-79318-3 (9780333793183)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Jean-Jacques Lambin | Ruben Chumpitaz | Isabelle Schuiling
Market-Driven Management
Strategic and Operational Marketing
Book
06/2007
2nd Edition
Palgrave MacMillan
€112.85
Article exhausted; check for reprint
Book
03/2000
Palgrave Macmillan
€40.84
Article exhausted; check for reprint
Person
JEAN-JACQUES LAMBIN is currently Professor of Market-Driven Management at Instituto di Economia d'Impresa, Milan and Emeritus Professor at University Catholique de Louvain, Belgium.
Content
PART ONE: THE CHANGING ROLE OF MARKETING - The Role of Marketing in the Firm and in a Market Economy - From Marketing to Market-Driven Management - PART TWO: UNDERSTANDING CUSTOMER BEHAVIOUR - The Customer Choice Behaviour - The Marketing Information System - The Customer's Response Behaviour - PART THREE: MARKET-DRIVEN STRATEGY DEVELOPMENT - Needs Analysis through Market Segmentation - Market Attractiveness Analysis - Competitive Analysis - Formulating a Market Strategy - The Strategic Marketing Plan - PART FOUR: MARKET-DRIVEN MANAGEMENT DECISIONS - Market-Driven New Product Decisions - Market-Driven Distribution Decisions - Market-Driven Pricing Decisions - Market-Driven Communication Decisions - Market-Driven Advertising Decisions - PART FIVE: 10 CASE STUDIES IN MARKET-DRIVEN MANAGEMENT - The Lander Company - The Wilo Corporation - TV: Cold Bath for French Cinema - Ecover - Volvo Truck Belgium - The Petro-Equipment Company - Sierra Plastic Company - Tissex - Newfood - SAS: Meeting Customer Expectations