Market-Driven Management

出版者:Palgrave Macmillan

作者:Schuiling, Isabelle

页数:477

价格:$ 186.45

装帧:HRD

isbn号码:9781403998538

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.