Market Driven Management: Strategic and Operational Marketing

Jean-Jacques Lambin
Market Driven Management: Strategic and Operational Marketing



Издательство: Macmillan Publishers
Жанр: Macmillan Publishers

Качество: Хорошее
Страниц: 516
Формат: pdf, fb2, epub

Taking a market orientation approach, «Market-Driven Management» challenges the 'functional' role of marketing departments. The author enlarges the market definition to embrace all the key market players, and examines marketing strategy, demonstrating how strategic decisions can be implemented at the operational level.