Market-Driven Management: Strategic and Operational Marketing
- List Price: $130.00
- Binding: Hardcover
- Publisher: Palgrave MacMillan
- Publish date: 05/01/2000
Description:
Taking a market approach, the author challenges the traditional concept of the 4Ps and the "functional" role of marketing departments. Peppered throughout with numerous international case vignettes and examples from a range of manufacturing, service, consumer and business-to-business sectors, the text ends with 10 extensive case studies.
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