{"product_id":"jacques-jean-lambin-marketing-driven-management-strategic-and-operational-marketing-9782100578030","title":"Marketing-driven, management : strategic and operational marketing","description":"\u003cp\u003e\n      \u003cb\u003eMarket-Driven Management\u003c\/b\u003e\n    \u003c\/p\u003e\u003cp\u003e\n      \u003cb\u003eStrategie and operational marketing\u003c\/b\u003e\n    \u003c\/p\u003e\u003cp\u003e\n      \u003cb\u003e3\u003csup\u003erd\u003c\/sup\u003e edition\u003c\/b\u003e\n    \u003c\/p\u003e\u003cp\u003e\n      \u003cb\u003eMarket-Driven Management\u003c\/b\u003e adopts a broad approach to marketing, integrating the strategic and operational elements of the discipline. Lambin's unique approach reflects how marketing operates empirically, as both a business philosophy and an action-oriented process.\u003c\/p\u003e\u003cp\u003eMotivated by the increased complexity of markets, globalization, deregulation and the development of e-commerce, the author challenges the traditional concept of the 4Ps and the functional roles of marketing departments, focusing instead on the concept of market orientation. The book considers ail of the key market stakeholders, arguing that developing market relations and enhancing customer value is the responsibility of every member of the organization, and that the development of this customer value is the only way for a firm to achieve profit and growth.\u003c\/p\u003e\u003cp\u003eNew to this edition :\u003c\/p\u003e\u003cul\u003e\n      \u003cli\u003eGreater coverage of ethical issues and corporate social responsibility ; cultural diversity ; value and branding and the economic downturn.\u003c\/li\u003e\n      \u003cli\u003eBroad international perspective.\u003c\/li\u003e\n      \u003cli\u003eEmphasis is placed on the impact of the Internet on operational marketing.\u003c\/li\u003e\n    \u003c\/ul\u003e\u003cp\u003eWith its unique approach and complementary online resources, this book is ideal for postgraduate and upper level undergraduate students of marketing, and for MBAs and Executive MBAs.\u003c\/p\u003e\u003cp\u003eVisit \u003cb\u003ewww.palgrave.com\/business\/lambin3\u003c\/b\u003e for comprehensive resources including teaching guidelines, PowerPoint slides and additional case studies, together with extensive supplementary reading for students.\u003c\/p\u003e","brand":"Dunod","offers":[{"title":"Default Title","offer_id":53892046979414,"sku":null,"price":0.0,"currency_code":"EUR","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0925\/5829\/5382\/files\/product_image_9782100578030_1.jpg?v=1781869238","url":"https:\/\/www.momoxbooks.com\/products\/jacques-jean-lambin-marketing-driven-management-strategic-and-operational-marketing-9782100578030","provider":"momoxbooks","version":"1.0","type":"link"}