Market Driven Management
Strategic and Operational Marketing
(Sprache: Englisch)
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...
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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.
Inhaltsverzeichnis zu „Market Driven Management “
PART 1: THE CHANGING ROLE OF MARKETINGThe Role of Marketing in the Firm and in a Market Economy
Market-Driven Management in the Global Market Place
PART 2: UNDERSTANDING CUSTOMER BEHAVIOUR
Customers Needs AnalysisCustomer Purchase Behaviour
Measuring Customers' Response
PART 3: IMPLEMENTING STRATEGIC MARKETING
Needs Analysis Through Market Segmentation
Market Attractiveness Analysis
Company Competitive Analysis
Market Targeting and Positioning
Formulating a Marketing Strategy
PART 4: IMPLEMENTING OPERATIONAL MARKETING
New Product Decisions
Brand Management
Distribution Channel Decisions
Battle of the Brands in the B2C Markets
Pricing Decisions
Marketing Communication Decisions
PART 5: IMPLEMENTATION OF MARKET-DRIVEN MANAGEMENT
The Strategic and Operational Marketing Plan
Emerging Values and Issues in Market-Driven Management
Twenty Short Case Studies
Bibliographische Angaben
- Autoren: Jean-Jacques Lambin , Ruben Chumpitaz , Isabelle Schuiling
- 2007, 2nd Ed., XXXVI, 477 Seiten, mit Abbildungen, Maße: 24,5 cm, Kartoniert (TB), Englisch
- Verlag: Macmillan Education
- ISBN-10: 1403998523
- ISBN-13: 9781403998521
Sprache:
Englisch
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