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Market-driven management : strategic and operational marketing / Jean-Jacques Lambin with Isabelle Schuiling.

By: Contributor(s): Material type: TextTextPublication details: Houndmills, Basingstoke ; New York, NY : Palgrave Macmillan, 2012.Edition: 3rd edDescription: xxv, 590 pages : illustrations ; 25 cm. ; pbkISBN:
  • 9780230276024
  • 0230276024
  • 9780230276024:
Subject(s): DDC classification:
  • 658.802 23
LOC classification:
  • L36 2012
Online resources:
Contents:
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.
Holdings
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.

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