Market-driven management
strategic and operational marketing
- ISBN: 9781403998538
- Editorial: Palgrave MacMillan
- Fecha de la edición: 2007
- Lugar de la edición: London. Reino Unido
- Edición número: 2nd ed
- Encuadernación: Cartoné
- Medidas: 24 cm
- Nº Pág.: 475
- Idiomas: Inglés
Papel: Cartoné
124,32 €
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Taking a market orientation approach, "Market-Driven Management" challenges the traditional concept of the 4Ps and the 'functional' role of marketing departments. The author enlarges the market definition to embrace all the key market players, including 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.
