Exactement cet exemplaire ira dans le panier
Paramètres
- 580pages
- 21 heures de lecture
En savoir plus sur le livre
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.
Achat du livre
Marketing stratégique et opérationnel, Jean-Jacques Lambin, Chantal de Moerloose
- Langue
- Année de publication
- 2008
- product-detail.submit-box.info.binding
- (souple),
- État du livre
- Bon
- Prix
- 6,49 €
Modes de paiement
Personne n'a encore évalué .
- Titre
- Marketing stratégique et opérationnel
- Sous-titre
- Du marketing à l'orientation-marché - 7e édition
- Langue
- Français
- Éditeur
- Dunod
- Publié
- 2008
- Format
- souple
- Pages
- 580
- ISBN10
- 2100521373
- ISBN13
- 9782100521371
- Séries
- Mots clés
- Nonfiction, Commerce, Affaires & Gestion, Manuels universitaires, Marketing & Ventes, Marketing et relations publiques
- Description
- 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.