000			01581nam a2200205 4500
020			_a0077092279
020			_a9780077092276
040			_aMUL _beng. _eAACR
082			_a658.802 LAM
100			_a Lambin, Jean-Jacques
245			_aStrategic marketing management _c/ Jean-Jacques Lambin
260			_aLondon : _bMcGraw-Hill, _c©1997
300			_axiv, 692 p. : _bill. ; _c25 cm
504			_aIncludes index
505			_aPart 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.
520			_aStrategic 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.
546			_aeng.
650			_aMarketing management
942			_cBK
999			_c6087 _d6087