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Strategic Marketing Management 🔍
McGraw-Hill Companies, New ed, London, 1997
Jean-Jacques Lambin, 1933- 🔍
description
xiv, 692 pages : 25 cm
Strategic Marketing Management is a post-introductory text in Marketing which is thoroughly European - the French language edition is already the best-selling marketing textbook in France. Comprising sixteen chapters carefully structured within five parts, this book offers innovative and comprehensive coverage of strategic marketing management. In Part 1 the distinction between operational marketing and strategic marketing is made, and the reader is shown why, in the new European macromarket, strategy is most important and why the entire organization must be market-oriented. Part 2 opens with an analysis of the needs of individuals and organizations in order to establish the buyer's purchase and response behaviour, and examines the vital role of market research in this process. Part 3 is devoted to the tasks of strategic marketing. Part 4 looks closely at issues of implementation. Finally, in Part 5 there are fifteen topical case studies with follow-up questions which have been specially selected to illustrate and examine a wide range of strategic marketing management issues
Includes bibliographical references and indexes
Alternative author
Lambin, Jean-Jacques, 1933-
Alternative publisher
McGraw-Hill School Education Group
Alternative publisher
London ; New York: McGraw-Hill
Alternative publisher
Irwin Professional Publishing
Alternative publisher
Oracle Press
Alternative edition
United States, United States of America
Alternative edition
December 1, 1996
Alternative edition
London, 1996
Alternative edition
PS, 1996
Alternative description
This is a post-introductory text in marketing to Europe. It comprises five parts illustrated with 15 case studies. Topics covered include: the changing role of marketing; understanding buyer behaviour; marketing strategy development; and strategic marketing in action.
date open sourced
2023-06-28
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