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Synopsis
Taking a market approach, the author challenges the traditional concept of the 4Ps and the "functional" role of marketing departments. Peppered throughout with numerous international case vignettes and examples from a range of manufacturing, service, consumer and business-to-business sectors, the text ends with 10 extensive case studies.
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About the Author
Jean-Jacques Lambin is Professor of Market-Driven Management at Instituto di Economia d'Impresa, Milan.
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- PublisherPalgrave Macmillan
- Publication date2000
- ISBN 10 0312231857
- ISBN 13 9780312231859
- BindingHardcover
- LanguageEnglish
- Number of pages737
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Market-Driven Management: Strategic and Operational Marketing
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