Taking a market-orientation approach, the author challenges the traditional concept of the 4Ps and the functional role of marketing departments. Using examples from a range of manufacturing, service, consumer and business to business sectors, the text ends with 10 longer case studies. There is a free Instructor's Support Manual on the Macmillan Business website.
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About the Author
JEAN-JACQUES LAMBIN is currently Professor of Market-Driven Management at Instituto di Economia d'Impresa, Milan and Emeritus Professor at University Catholique de Louvain, Belgium.
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Inside This Book
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First Sentence:
Marketing is both a business philosophy and an action-oriented process. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
customer choice behaviour, market attractiveness analysis, alternative marketing programmes, buying decision centre, exclusivity rate, market coverage strategies, smoothed sales, market orientation concept, key market actors, priority competitor, market coverage strategy, organisational customer, maximum acceptable price, product line gaps, external competitive advantage, market acceptable price, implied price elasticity, wild marketing, current market potential, descriptive segmentation, new product decisions, segmentation grid, industry marketing efforts, vertical marketing systems, traditional selling techniques Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, Harvard Business Review, Englewood Cliffs, Prentice Hall, John Wiley, The Free Press, United States, Consulting Group, Western Europe, Business Week, Sierra Plastics Company, American Express, Consumer Behavior, European Commission, Wall Street, Dryden Press, United Kingdom, Canal Plus, Harvard Business School Press, Marketing News, European Union, Harvard University Press, Revue Française du Marketing, European Community, Long Range Planning New!
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Marketing is both a business philosophy and an action-oriented process. Read the first page Key Phrases - Statistically Improbable Phrases (SIPs): (learn more)
customer choice behaviour, market attractiveness analysis, alternative marketing programmes, buying decision centre, exclusivity rate, market coverage strategies, smoothed sales, market orientation concept, key market actors, priority competitor, market coverage strategy, organisational customer, maximum acceptable price, product line gaps, external competitive advantage, market acceptable price, implied price elasticity, wild marketing, current market potential, descriptive segmentation, new product decisions, segmentation grid, industry marketing efforts, vertical marketing systems, traditional selling techniques Key Phrases - Capitalized Phrases (CAPs): (learn more)
New York, Harvard Business Review, Englewood Cliffs, Prentice Hall, John Wiley, The Free Press, United States, Consulting Group, Western Europe, Business Week, Sierra Plastics Company, American Express, Consumer Behavior, European Commission, Wall Street, Dryden Press, United Kingdom, Canal Plus, Harvard Business School Press, Marketing News, European Union, Harvard University Press, Revue Française du Marketing, European Community, Long Range Planning New!
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Citations (learn more)
This book cites 10
books:
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- Theory of Buyer Behavior (Marketing) by John A. Howard on page 131, and page 236
- Competing for the Future by Harvard Business School Press on page 339
- Moments of Truth by Jan Carlzon on page 726
- Marketing and Information Technology by John O'Connor; Eamonn Galvin on page 182
- Forecasting: Methods for Management by Spyros Makridakis on page 339
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