Synopsis
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. Also available is a companion website with extra features to accompany the text, please take a look by clicking below - http://www.palgrave.com/business/lambin/1e/
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About the Author
JEAN-JACQUES LAMBIN is Professor of Market-Driven Management at the Universita degli Studi di Milano-Bicocca, Italy. He is also Professor Emeritus at the Universite Catholique de Louvain, Belgium, and is joint editor in chief of the European Business Forum (EBF). A specialist in Strategic Marketing, Lambin works as an analyst and consultant on problems of redeployment and restructuring of enterprises facing challenges due to the internationalization of markets and market-driven management. From 1996 to 1999, he was responsible for the European Programme of Cooperation between the European Union and ASEAN countries. Other titles by JEAN-JACQUES LAMBIN include Changing Market Relationships in the Internet Age. For more information on this book please visit the publishers website at: http://www.i6doc.com/I6Doc/WebObjects/I6Doc5.woa/wa/ClientDA/i6doc RUBEN CHUMPITAZ is an Associate Professor at IESEG at the University of Lille, France. ISABELLE SCHUILING is an Associate Professor at the School of Management, Universite Catholique de Louvain, Belgium. Prior to becoming an academic she spent 12 years working in marketing at Protor and Gamble.
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