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Market-Driven Management: Strategic and Operational Marketing - Hardcover

Lambin, Jean-Jacques

 
9780312231859: Market-Driven Management: Strategic and Operational Marketing
Hardcover
ISBN 10: 0312231857 ISBN 13: 9780312231859
Publisher: Palgrave Macmillan, 2000

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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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Publisher
Palgrave Macmillan
Publication date
2000
Language
English
ISBN 10 
0312231857
ISBN 13 
9780312231859
Binding
Hardcover
Number of pages
737

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Other Popular Editions of the Same Title

9780230276024: Market-Driven Management: Strategic and Operational Marketing

Featured Edition

ISBN 10:  0230276024 ISBN 13:  9780230276024
Publisher: Palgrave, 2012
Softcover