Market-Driven Management, Second Edition Strategic and Operational Marketing

by Lambin, Jean-Jacques; Chumpitaz, Ruben; Schuiling, Isabelle

• ISBN13: 9781403998521
• ISBN10: 1403998523
• Edition: 2nd
• Format: Paperback
• Copyright: 2007-05-15
• Publisher: Palgrave Macmillan

Summary

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

Author Biography

JEAN-JACQUES LAMBIN is Professor of Market-Driven Management at the Universita degli Studi di Milano, Bicocca. RUBEN CHUMPITAZ is an Associate Professor at IESEG at the University of Lille, France. ISABELLE SCHUILING is an Associate Professor at the School of Management, Universite Catholique de Louvain, Belgium.

Table of Contents

PART 1: THE CHANGING ROLE OF MARKETING * Introductory Chapter * From Marketing to Market-Driven Management * PART 2: UNDERSTANDING CUSTOMER BEHAVIOUR * Customer Choice Behaviour * Customer Response Behaviour * PART 3: MARKET-DRIVEN STRATEGY DEVELOPMENT * Needs Analysis Through Market Segmentation * Market Attractiveness Analysis * Competitive Analysis * Formulating a Marketing Strategy * The Strategic Marketing Plan * PART 4: MARKET-DRIVEN MANAGEMENT DECISIONS * Brand Management * New Product Decisions * Market-Driven Distribution Decisions * Market-Driven Pricing Decisions * Market-Driven Communication Decisions * Market-Driven Advertising Decisions * PART 5: CASE STUDIES

PART 1: THE CHANGING ROLE OF MARKETING * Introductory Chapter * From Marketing to Market-Driven Management * PART 2: UNDERSTANDING CUSTOMER BEHAVIOUR * Customer Choice Behaviour * Customer Response Behaviour * PART 3: MARKET-DRIVEN STRATEGY DEVELOPMENT * Needs Analysis Through Market Segmentation * Market Attractiveness Analysis * Competitive Analysis * Formulating a Marketing Strategy * The Strategic Marketing Plan * PART 4: MARKET-DRIVEN MANAGEMENT DECISIONS * Brand Management * New Product Decisions * Market-Driven Distribution Decisions * Market-Driven Pricing Decisions * Market-Driven Communication Decisions * Market-Driven Advertising Decisions * PART 5: CASE STUDIES