Market-Driven Management: Strategic and Operational Marketing

ISBN-13: 9780230276024 / Angielski / Miękka / 2012 / 624 str.

Jean-Jacques Lambin

Opis

Market-Driven Management challenges the traditional concept of the 4Ps and the "functional" role of marketing departments. The authors enlarge the market definition to embrace the key market players operating not only in the traditional global market, but also in the global electronic market. In addition they explore: managing one-to-one relationships with customers, through CRM tools now available thanks to developments in information technology; brand management; and the emergence of new values, aiming at sustainable development within a market economy.
With its unique approach, variety of international cases and examples and complementary online resources, this book is ideal for postgraduate and upper level undergraduate students of marketing as well as MBAs and Executive MBAs.
New to this edition
Greater coverage of:
- Green and ethical issues
- Corporate social responsibility
- Cultural diversity and international coverage - the global marketplace as it extends beyond the EU context
- Value & branding
- The economic downturn and the financial crisis
- New technology and the internet
- Not for profit and public sector companies

Spis treści

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.

O autorze

JEAN-JACQUES LAMBIN Professor of Market-Driven Management at the Universita degli Studi di Milano, Bicocca, Italy. He is also Professor Emeritus at the Universite Catholique de Louvain, Belgium, and is joint editor in chief of the European Business Forum (EBF). A specialist in strategic marketing, Lambin works as an analyst and consultant on problems of redeployment and restructuring of enterprises facing challenges due to the internationalisation of markets and market-driven management.

ISABELLE SCHUILING Professor at the Louvain School of Management at the Universite Catholoque de Louvain, Belgium. She specialises in Strategic Marketing, Brand Management and Global Marketing Strategies. Prior to her academic career she was Marketing Director at Proctor & Gamble Europe and member of the management committee at Procter & Gamble Belgium.

Blurb

Market-Driven Management 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.

Motivated by the increased complexity of markets, globalisation, 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 all 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.

New to this edition:

- Greater coverage of ethical issues and corporate social responsibility; cultural diversity; value and branding and the economic downturn
- Broad international perspective
- Thoroughly revised to reflect the latest academic thinking and research

With its unique approach, international cases and complementary online resources, this book is ideal for postgraduate and upper level undergraduate students of marketing, and for MBAs and Executive MBAs.