Jean-Jacques Lambin: Market Driven Management: Strategic and Operational Marketing
Скачать книгу (размер 2 625 Kb , формат fb2, страниц 516) Аннотация: Taking a market orientation approach, «Market-Driven Management» challenges the 'functional' role of marketing departments. The author enlarges the market definition to embrace all the key market players, and examines marketing strategy, demonstrating how strategic decisions can be implemented at the operational level.