Market-Driven Management Strategic and Operational Marketing

by Lambin, Jean-Jacques; Schuiling, Isabelle

• ISBN13: 9780230276024
• ISBN10: 0230276024
• Edition: 3rd
• Format: Paperback
• Copyright: 2012-08-21
• Publisher: Palgrave Macmillan

Summary

In response to the increasing complexity of markets, this book challenges the traditional, functional role of marketing departments, integrating both the strategic and operational dimensions. It offers international cases, considerable online resources, and is ideal for MBAs and postgraduate and undergraduate students of marketing.

Author Biography

JEAN-JACQUES LAMBIN is Professor of Market-Driven Management at the Universita degli Studi di Milano, Bicocca. He is also Professor Emeritus at the Universite Catholique de Louvain, Belgium, and is joint editor in chief of the European Business Forum (EBF). A specialist in strategic marketing, Lambin works as an analyst and consultant on problems of redeployment and restructuring of enterprises facing challenges due to the internationalization of markets and market-driven management.

ISABELLE SCHUILING is Professor at the Louvain School of Management at the Universite Catholoque de Louvain, Belgium. She specializes in Strategic Marketing, Brand Management and Global Marketing Strategies. Prior to her academic career she was Marketing Director at Proctor & Gamble Europe and member of the management committee at Procter & Gamble Belgium

Table of Contents

"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 network of people involved in the production and selling of goods and services." - Rafael Gomez, Senior Lecturer in Marketing, Department of Management, London School of Economics, UK

"A well-written, well-researched textbook with a good coverage of topics to suit a variety of courses ... This textbook is overall a solid, well-written contribution to the subject area of strategic marketing." - Keifer Lee, Senior Lecturer in Marketing, Sheffield Hallam University