"Lambin et al has, for some time, carved out a very distinctive niche and made a very differentiated marketing textbook. . .the text has emphasized how 21st century marketing requires constant attention to the market - and by this we mean the entire netwo
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 mar...
You can specify the type of files you want, for your gadget.Market-Driven Management: Strategic and Operational Marketing | Jean-Jacques Lambin, Isabelle Schuiling. A good, fresh read, highly recommended.
