书目详细信息
： Market-driven management :
书目信息 机读格式(MARC)
| ISBN： | 9780230276024 |
|---|---|
| 编目源： | DLC DLC DLC |
| 地理区域代码： | e------ |
| 个人名称： | Lambin, Jean-Jacques,1933- |
| 题名： | Market-driven management : strategic and operational marketing / Jean-Jacques Lambin with Isabelle Schuiling. |
| 版本说明： | 3rd ed. |
| 索书号： | F735.03/L224E |
| 出版发行项： | Houndmills, Basingstoke ; New York, NY : Palgrave Macmillan, 2012. |
| 载体形态： | xxv, 590 p. : ill. ; 25 cm. |
| 书目附注： | Includes bibliographical references and index. |
| 格式化内容附注： | The marketing concept -- The market orientation concept -- The impact of globalization -- Emerging values and issues -- Customers' needs analysis -- The customer purchase behaviour -- Measuring customers' response -- Needs analysis through market segmentation -- Market attractiveness analysis -- Company competitiveness analysis -- Market targeting and positioning decisions -- Formulating a marketing strategy -- New product decisions -- Brand management -- Distribution channel decisions -- The battle of the brands in B2C markets -- Pricing decisions -- Marketing communication decisions -- Advertising offline and online decisions -- Measuring marketing performance -- The strategic and operational marketing plan. |