Market-driven management : strategic and operational marketing
Jean-Jacques Lambin with Isabelle Schuiling
| Year of publication: |
2012 ; 3. ed.
|
|---|---|
| Authors: | Lambin, Jean-Jacques ; Schuiling, Isabelle |
| Publisher: |
Basingstoke [u.a.] : Palgrave Macmillan |
| Subject: | Marketingmanagement | Marketing management | Marketing | Strategisches Management |
| Description of contents: | Table of Contents [gbv.de] |
| Extent: | XXV, 590 S. graph. Darst. 25 cm |
|---|---|
| Type of publication: | Book / Working Paper |
| Type of publication (narrower categories): | Lehrbuch ; Textbook |
| Language: | English |
| Notes: | 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. |
| ISBN: | 0-230-27602-4 ; 978-0-230-27602-4 |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10009557945