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Market-Driven Management | Zookal Textbooks | Zookal Textbooks
  • Author(s) Isabelle Ruben; Schuiling Jean-Jacques; Chumpitaz Lambin
  • Edition2
  • Published27th April 2007
  • PublisherSpringer Nature
  • ISBN9780230207790
Taking a market orientation approach, Market-Driven Management challenges the 'functional' role of marketing departments. The author enlarges the market definition to embrace all the key market players, and examines marketing strategy, demonstrating how strategic decisions can be implemented at the operational level.

Market-Driven Management

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  • Author(s) Isabelle Ruben; Schuiling Jean-Jacques; Chumpitaz Lambin
  • Edition2
  • Published27th April 2007
  • PublisherSpringer Nature
  • ISBN9780230207790
Taking a market orientation approach, Market-Driven Management challenges the 'functional' role of marketing departments. The author enlarges the market definition to embrace all the key market players, and examines marketing strategy, demonstrating how strategic decisions can be implemented at the operational level.
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