Market-driven management : strategic and operational marketing /
| Main Author: | Lambin, Jean-Jacques, 1933- |
|---|---|
| Other Authors: | Schuiling, Isabelle, 1962- |
| Format: | Book |
| Language: | English |
| Institution: | Perbadanan Perpustakaan Awam Negeri Perak |
| Library: | Main Library |
| Record Id / ISBN-0: | ppap.48621 / 9780230276024 |
| Online Public Access Catalog: | Perbadanan Perpustakaan Awam Negeri Perak |
| Published: |
Houndmills, Basingstoke ; New York, NY :
Palgrave Macmillan,
2012.
|
| Edition: | 3rd ed. |
| Subjects: | |
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Table of 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.