Strategic marketing management /
Lambin, Jean-Jacques, 1933-
Strategic marketing management / Jean-Jacques Lambin. - London ; New York : McGraw-Hill, 1993. - xiv, 692 p. : ill ; 25 cm. + pbk.
Includes bibliographical references and indexes.
Part 1: The changing role of marketing -- The role of marketing in the firm and in a market economy -- From marketing to market-driven management -- Part 2: Understanding buyer behaviour -- Marketing and the buyer's motivation -- The buyer's choice behaviour -- Marketing research and information systems -- The buyer's response behaviour -- Part 3: Marketing strategy development -- Needs analysis through market segmentation -- Market attractiveness analysis -- Competitive analysis -- Formulating a marketing strategy -- The strategic marketing plan -- Part 4: Strategic marketing in action -- New product decisions -- Distribution channel decisions -- Strategic pricing decisions -- Strategic communication decisions -- Part 5: Case studies -- Case studies in strategic marketing.
0077092279
Marketing--Management
658.802
Strategic marketing management / Jean-Jacques Lambin. - London ; New York : McGraw-Hill, 1993. - xiv, 692 p. : ill ; 25 cm. + pbk.
Includes bibliographical references and indexes.
Part 1: The changing role of marketing -- The role of marketing in the firm and in a market economy -- From marketing to market-driven management -- Part 2: Understanding buyer behaviour -- Marketing and the buyer's motivation -- The buyer's choice behaviour -- Marketing research and information systems -- The buyer's response behaviour -- Part 3: Marketing strategy development -- Needs analysis through market segmentation -- Market attractiveness analysis -- Competitive analysis -- Formulating a marketing strategy -- The strategic marketing plan -- Part 4: Strategic marketing in action -- New product decisions -- Distribution channel decisions -- Strategic pricing decisions -- Strategic communication decisions -- Part 5: Case studies -- Case studies in strategic marketing.
0077092279
Marketing--Management
658.802