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Market-driven management : strategic and operational marketing /

By: Lambin, Jean-Jacques, 1933-
Title By: Schuiling, Isabelle, 1962-
Material type: BookPublisher: Houndmills, Basingstoke ; New York, NY : Palgrave Macmillan, 2012.Edition: 3rd ed.Description: xxv, 590 p. : ill. ; 25 cm.ISBN: 9780230276024Subject(s): Marketing -- Europe | Marketing -- Europe -- ManagementDDC classification: 658.8/02
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Item type Home library Call number Status Date due Barcode Item holds
REGULAR University of Wollongong in Dubai
Main Collection
658.802 LA MA (Browse shelf) Available T0046411
Total holds: 0

Includes bibliographical references and index.

The marketing concept -- The market orientation concept -- The impact of globalization -- Emerging values and issues -- Customers' needs analysis -- The customer purchase behaviour -- Measuring customers' response -- Needs analysis through market segmentation -- Market attractiveness analysis -- Company competitiveness analysis -- Market targeting and positioning decisions -- Formulating a marketing strategy -- New product decisions -- Brand management -- Distribution channel decisions -- The battle of the brands in B2C markets -- Pricing decisions -- Marketing communication decisions -- Advertising offline and online decisions -- Measuring marketing performance -- The strategic and operational marketing plan.

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