Strategic marketing management / Jean-Jacques Lambin.
By: Lambin, Jean-Jacques
.
Material type: 
BookPublisher: London ; New York : McGraw-Hill, 1993Description: xiv, 692 p. : ill ; 25 cm. + pbk.ISBN: 0077092279.Subject(s): Marketing -- ManagementDDC classification: 658.802 | Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| General Lending | MTU Bishopstown Library Lending | 658.802 (Browse shelf(Opens below)) | 1 | Available | 00099723 | ||
| General Lending | MTU Bishopstown Library Lending | 658.802 (Browse shelf(Opens below)) | 1 | Available | 00096084 |
Enhanced descriptions from Syndetics:
This is a post-introductory text to marketing in Europe. It comprises five parts illustrated with 15 case studies. In Part 1, a distinction is made between operational marketing and strategic marketing and it is shown why, in the new European macromarket, strategy is most important and argues that the entire organization must be market orientated. Part 2 begins with an analysis of the needs of individuals and organizations in order to establish the buyer's purchase and response behaviour and the role of market research in this process. Part 3 is devoted to the tasks of strategic marketing. Part 4 deals with issues of implementation, with Part 5 providing international case studies.
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.