Market-driven management : strategic and operations marketing [printed text] / Jean-Jaques Lambin, Author ; Isabelle Schuiling, Author  . -  3rd . - Basingstoke : Palgrave Macmillan, 2012 . - 590 p. : ill b&w ; 32 mm.
ISBN : 978-0-230-27602-4 : €88.20

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. Accompanying online resources for this title can be found at bloomsburyonlineresources.com/market-driven-management-strategic-and-operational-marketing-3e. These resources are designed to support teaching and learning when using this textbook and are available at no extra cost.

Class number:

658.802

Contents note:

Part One: The changing role of marketing 1. The marketing concept; 2. The market orientation concept; 3. The impact of globalization; 4. Emerging values and issues Part Two: Understanding customer behaviour 5. Customers' need analysis; 6. The customer purchase behaviour; 7. Measuring customers' response Part Three: Implementing strategic marketing 8. Needs analysis through market segmentation; 9. Market attractiveness analysis; 10. Company competitiveness analysis; 11. Market targeting and positioning decisions; 12. Formulating a marketing strategy Part Four: Implementing operational marketing 13. New product decisions; 14. Brand management; 15. Distribution channel decisions; 16. The battle of the brands in B2C markets; 17. Pricing decisions; 18. Marketing communication decisions; 19. Advertising offline and online decisions Part Five: Implementation of market-driven management 20. Measuring marketing performance; 21. The strategic and operational marketing plan