Strategic marketing management / Jean-Jacques Lambin

By:

Lambin, Jean-Jacques

Material type: Text

0077092279
9780077092276

Subject(s):

Marketing management

DDC classification:

658.802 LAM

Contents:

Part 1 The changing role of marketing: the role of marketing in the firm and in a marketing economy; from marketing to market-driven management. Part 2 Understanding buyer behaviour: marketing and needs satisfaction; the buyer choice behaviour; marketing research and information systems; the buyer's response behaviour. Part 3 Marketing strategy development: need 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 in strategic marketing.

Summary: 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.

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Holdings
Item type	Current library	Home library	Call number	Copy number	Status	Date due	Barcode	Item holds
Book	Mzumbe University Main Campus Library	Mzumbe University Main Campus Library	658.802 LAM (Browse shelf(Opens below))	1	Available		0047026

Total holds: 0

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Previous	658.802 KER Strategic marketing problems : cases and comments /	658.802 KOT Marketing management : analysis, planning, implementation, and control	658.802 KOT Marketing management : analysis, planning, implementation, and control /	658.802 LAM Strategic marketing management	658.802 STE Marketing planning guide /	658.802 URB Advanced marketing strategy : phenomena, analysis, and decisions /	658.802 URB Advanced marketing strategy : phenomena, analysis, and decisions /	Next

Includes index

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.

eng.

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