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Market-Driven Management

Isabelle Ruben; Schuiling Jean-Jacques; Chumpitaz Lambin · ISBN 9780230207790
Market-Driven Management | Zookal Textbooks | Zookal Textbooks
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Publisher Springer Nature
Author(s) Isabelle Ruben; Schuiling Jean-Jacques; Chumpitaz Lambin
Edition 2
Published 27th April 2007
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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.
Translation missing: en.general.search.loading