Market-driven management : strategic and operational marketing / Jean-Jacques Lambin with Isabelle Schuiling.
Material type: TextPublication details: Houndmills, Basingstoke ; New York, NY : Palgrave Macmillan, 2012.Edition: 3rd edDescription: xxv, 590 pages : illustrations ; 25 cm. ; pbkISBN:- 9780230276024
- 0230276024
- 9780230276024:
- 658.802 23
- L36 2012
Item type | Current library | Call number | Status | Date due | Barcode |
---|---|---|---|---|---|
General Lending | Carlow Campus Library General Lending | 658.802 (Browse shelf(Opens below)) | Available | 82922 |
47.07
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.