You may have to Search all our reviewed books and magazines, click the sign up button below to create a free account.
Market-Driven Management adopts a broad approach to marketing, integrating the strategic and operational elements of the discipline. Lambin's unique approach reflects how marketing operates empirically, as both a business philosophy and an action-oriented process. Motivated by the increased complexity of markets, globalisation, deregulation, and the development of e-commerce, the author challenges the traditional concept of the 4Ps and the functional roles of marketing departments, focusing instead on the concept of market orientation. The book considers all of the key market stakeholders, arguing that developing market relations and enhancing customer value is the responsibility of every me...
As mudanças ocorridas nos últimos anos ao nível do ambiente socio-económico internacional, em particular na Europa, fizeram com que as empresas sofressem uma adaptação em função das novas necessidades. Desta forma o conceito de orientação para o mercado vem substituir o conceito tradicional do marketing, até agora considerado como uma função na empresa, responsável pela análise dos mercados (o marketing estratégico) e de acção nos mercados (o marketing operacional). A orientação para o mercado é demasiado importante para estar confinada a todos os níveis e através de todas as funções da empresa. Esta é a mensagem que a presente edição pretende transmitir nos primeiros capítulos, sendo o restante texto referente às implicações desta nova orientação na gestão.
Strategic Marketing Management is a post-introductory text in Marketing which is thoroughly European - the French language edition is already the best-selling marketing textbook in France. Comprising sixteen chapters carefully structured within five parts, this book offers innovative and comprehensive coverage of strategic marketing management. In Part 1 the distinction between operational marketing and strategic marketing is made, and the reader is shown why, in the new European macromarket, strategy is most important and why the entire organization must be market-oriented. Part 2 opens with an analysis of the needs of individuals and organizations in order to establish the buyer's purchase and response behaviour, and examines the vital role of market research in this process. Part 3 is devoted to the tasks of strategic marketing. Part 4 looks closely at issues of implementation. Finally, in Part 5 there are fifteen topical case studies with follow-up questions which have been specially selected to illustrate and examine a wide range of strategic marketing management issues.
None
This essay attempts to structure a forward-looking approach to the evolving role of marketing in today's economy. Many organisations today recognize the need to become more market responsive in the global and interconnected market in which they operate.
This book explores the changing socio-economic and technological landscape of the 21 century and what it means. It adopts an industrial economic approach, whilst proposing a road map leading to the adoption of a 'societal market economy' model as an appealing and politically acceptable third-way between capitalism and socialism.
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. Companion Website: http://www.palgrave.com/business/lambin/index.html
Fifty of today's finest thinkers were asked to let their imaginations run free to advance new ideas on a wide range of social and political issues. They did so as friends, on the occasion of Philippe Van Parijs's sixtieth birthday.
Au mois de mai 2015, une recherche en ligne associait 137 publications et 4 770 citations au nom de Jean-Jacques Lambin. Le présent texte retrace les diverses étapes de cette carrière scientifique hors du commun et essaie de mettre en perspective les principales contributions de diverses recherches et réflexions en matière d’investissements publicitaires, de marketing stratégique et d’impacts économiques de la globalisation.
Cet ouvrage est une synthèse de fondements, concepts, méthodes et applications marketing dans les marchés de consommation et les marchés industriels. Il met en évidence le rôle du marketing dans l'entreprise et dans une économie de marché, le comportement du client. Il permet d'élaborer une stratégie marketing et de comprendre les décisions du marketing stratégique. La dimension internationale est présente dans chaque étude de décisions stratégiques et opérationnelles. Cette septième édition confirme son approche originale basée sur le concept d'orientation-marché. Entièrement mise à jour de ses exemples, elle intègre un chapitre nouveau sur le ciblage et le positionnement. La dimension Internet présente tout au long de l'ouvrage est renforcée ainsi que les aspects marketing relationnel.