Маркетинг. Общие вопросы

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Market-Driven Management: Strategic and Operational Marketing

Автор: Jean-Jacques Lambin, Ruben Chumpitaz, Isabelle Schuiling
Год: 2007
Издание: Palgrave Macmillan
Страниц: 496
ISBN: 1403998523, 9781403998521
Taking a market orientation approach, the author challenges the traditional concept of the 4 Ps and the "functional" role of marketing departments. The author enlarges the market definition to embrace all the key market players, to include competitors, distributors and prescribers as well as the various customer groups in the wider macro-marketing environment. In addition, the author examines marketing strategy, demonstrating how strategic decisions can be implemented at the operational level.
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