Authors: Jean-Jacques Lambin, Isabelle Schuiling
Categories: Business & Economics
Type: BOOK - Published: 2012-07-19 - Publisher: Macmillan International Higher Education
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