Market-driven management : strategic and operational marketing /: strategic and operational marketing. (2012)

• Record Type: Book
• Further Information: Note: Jean-Jacques Lambin with Isabelle Schuiling.
• Other Names: Lambin, Jean-Jacques, 1933-; Schuiling, Isabelle, 1962-
• Contents: 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 -- Market targeting and positioning decisions -- Formulating a marketing strategy -- New product decisions -- Brand management -- Distribution channel decisions -- The battle of the brands in B2C markets -- Pricing decisions -- Marketing communication decisions -- Advertising offline and online decisions -- Measuring marketing performance -- The strategic and operational marketing plan.
• Edition: 3rd ed
• Publisher Details: Basingstoke : Palgrave Macmillan
• Publication Date: 2012
• Extent: 1 online resource (624 pages)
• Subjects: 658.8/02; Consumer Behavior; Marketing -- Europe; Marketing -- Europe -- Management; International/Marketing; Business & management; Economics, finance, business & management
• Languages: English
• ISBNs: 9781137267511; 1137267518
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.