Market-driven management
Subtitle: strategic and operational marketing
By: Jean-Jacques Lambin, Isabelle Schuiling
Contributors: Schuiling, Isabelle, 1962-
Publisher: Palgrave Macmillan
Published: 2012
Place of publication: Houndmills, Basingstoke; New York, NY
Language: eng
Number of pages: 624
ISBN-13: 9780230276024
Subjects: Marketing; Management
Notes: Includes index.
Table of contents: title: The marketing concept; title: The market orientation concept; title: The impact of globalisation; title: Emerging values and issues; title: Customers' needs analysis; title: The customer purchase behaviour; title: Measuring customers' response; title: Needs analysis through market-segmentation; title: Market attractiveness analysis; title: Company competitiveness analysis; title: Market targeting and positioning decisions; title: Formulating a marketing strategy; title: New product decisions; title: Brand management; title: Distribution channel decisions; title: The battle of the brands in B2C markets; title: Pricing decisions; title: Marketing communication decisions; title: Advertising offline and online decisions; title: Measuring marketing performance; title: The strategic and operational marketing plan.