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Name: Market-Driven Management : Strategic and Operational Marketing.
Author: Lambin, Jean-Jacques
ISBN: 978-0-333-79318-3

Market-Driven Management : Strategic and Operational Marketing.

・ISBN 978-0-333-79318-3 hard

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・ISBN 978-0-333-79319-0 paper

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著者・編者	Lambin, Jean-Jacques,
出版社	(Macmillan, UK)
出版年月	2000
ページ数	737 pp.
言語	ENG
ニュース番号	＜461-571＞

解説

Taking a market-orientation approach, the author challenges the traditional concept of the 4Ps and the functional role of marketing departments. Using examples from a range of manufacturing, service, consumer and business to business sectors, the text ends with 10 longer case studies. There is a free Instructor's Support Manual on the Macmillan Business website.