Marketing-driven, management : strategic and operational marketing
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Format : Broché
Nb de pages : XXV-590 pages
Poids : 1192 g
Dimensions : 19cm X 24cm
Date de parution :
ISBN : 978-2-10-057803-0
EAN : 9782100578030

Marketing-driven, management

strategic and operational marketing

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chez Dunod

Collection(s) : Management sup

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Quatrième de couverture

Market-Driven Management

Strategie and operational marketing

3rd edition

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, globalization, 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 ail 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.
  • Emphasis is placed on the impact of the Internet on operational marketing.

With its unique approach and complementary online resources, this book is ideal for postgraduate and upper level undergraduate students of marketing, and for MBAs and Executive MBAs.

Visit for comprehensive resources including teaching guidelines, PowerPoint slides and additional case studies, together with extensive supplementary reading for students.


Jean-Jacques Lambin
is Professor Emeritus at the Université Catholique de Louvain, Belgium and Professore Emerito at the Universita degli Studi di Milano-Bicocca, Italy.

Isabelle Schuiling
is Professor at the Louvain School of Management at the Université Catholique de Louvain, Belgium.