TY  - BOOK
AU  -  Lambin, Jean-Jacques
TI  - Strategic marketing management
SN  - 0077092279
U1  - 658.802 LAM 
PY  - 1997///
CY  - London
PB  - McGraw-Hill,  
KW  - Marketing management
N1  - Includes index; 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
N2  - 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
ER  -