Overview

Market-Driven Management adopts a broad approach to marketing, integrating the strategic and operational elements of the discipline. Lambin's unique approach reflects how marketing operates empirically, as both a business philosophy and an action-oriented process. Motivated by the increased complexity of markets, globalisation, deregulation, and the development of e-commerce, the author challenges the traditional concept of the 4Ps and the functional roles of marketing departments, focusing instead on the concept of market orientation. The book considers all of the key market stakeholders, arguing that developing market relations and enhancing customer value is the responsibility of every member of the organization, and that the development of this customer value is the only way for a firm to achieve profit and growth. New to this edition: - Greater coverage of ethical issues and corporate social responsibility; cultural diversity; value and branding and the economic downturn - Broad international perspective - Thoroughly revised to reflect the latest academic thinking and research With its unique approach, international cases and complementary online resources, this book is ideal for postgraduate and upper level undergraduate students of marketing, and for MBAs and Executive MBAs. Accompanying online resources for this title can be found at bloomsburyonlineresources.com/market-driven-management-strategic-and-operational-marketing-3e. These resources are designed to support teaching and learning when using this textbook and are available at no extra cost.

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9780230276024

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Reviews

'Lambin et al has, for some time, carved out a very distinctive niche and made a very differentiated marketing textbook. Indeed, by focusing and changing the title of the text to Market-Driven Management the text has emphasized how twenty-first century marketing requires constant attention to the market - and by this we mean the entire network of people involved in the production and selling of goods and services.' - Rafael Gomez, Senior Lecturer in Marketing, Department of Management, London School of Economics, UK 'A well-written, ,well-researched textbook with a good coverage of topics to suit a variety of courses... This textbook is overall a solid, well-written contribution to the subject area of strategic marketing. It has a broad coverage of topics that aims to incorporate both strategic as well as operational marketing. Although the layout follows the conventional approach to teaching and learning in marketing education in most universities, there appears to be a strong emphasis on 'implementing marketing', strategically and operationally.' - Keifer Lee, Senior Lecturer in Marketing, Sheffield Hallam University, UK

Author Information

JEAN-JACQUES LAMBIN Professor of Market-Driven Management at the Universita degli Studi di Milano, Bicocca, Italy. He is also Professor Emeritus at the Universite Catholique de Louvain, Belgium, and is joint editor in chief of the European Business Forum (EBF). A specialist in strategic marketing, Lambin works as an analyst and consultant on problems of redeployment and restructuring of enterprises facing challenges due to the internationalisation of markets and market-driven management. ISABELLE SCHUILING Professor at the Louvain School of Management at the Universite Catholoque de Louvain, Belgium. She specialises in Strategic Marketing, Brand Management and Global Marketing Strategies. Prior to her academic career she was Marketing Director at Proctor & Gamble Europe and member of the management committee at Procter & Gamble Belgium.

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