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Synopsis
Taking a market-orientation approach, the author challenges the traditional concept of the 4Ps and the functional role of marketing departments. Using examples from a range of manufacturing, service, consumer and business to business sectors, the text ends with 10 longer case studies. There is a free Instructor's Support Manual on the Macmillan Business website.
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About the Author
JEAN-JACQUES LAMBIN is currently Professor of Market-Driven Management at Instituto di Economia d'Impresa, Milan and Emeritus Professor at University Catholique de Louvain, Belgium.
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Market-driven Management: Strategic and Operational Marketing (Macmillan business)
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Market-Driven Management : An Introduction to Marketing
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Macmillan Publishers Limited, 2007
ISBN 10: 0333793196
ISBN 13: 9780333793190
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