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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.
Zakup książki
Marketing stratégique et opérationnel, Jean-Jacques Lambin, Chantal de Moerloose
- Język
- Rok wydania
- 2008
- Oprawa
- (miękka),
- Stan książki
- Dobry
- Cena
- 12,34 zł
Metody płatności
Nikt jeszcze nie ocenił.
- Tytuł
- Marketing stratégique et opérationnel
- Podtytuł
- Du marketing à l'orientation-marché - 7e édition
- Język
- francuski
- Wydawca
- Dunod
- Rok wydania
- 2008
- Oprawa
- miękka
- Liczba stron
- 580
- ISBN10
- 2100521373
- ISBN13
- 9782100521371
- Seria
- Opis
- 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.