Market-Driven Management, Second Edition
Market-Driven Management, Second Edition
副标题: Strategic and Operational Marketing
ISBN: 9781403998521
出版社: Palgrave Macmillan
出版年: 2007-06-26
页数: 477
定价: USD 59.95
装帧: Paperback
内容简介
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.