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Market-Driven Management
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Table of Contents

The Marketing Concept.- The Market Orientation Concept.- The Impact of Globalization.- Emerging Values and Issues.- Customers' Needs Analysis.- The Customer Purchase Behaviour.- Measuring Customers' Response.- Needs Analysis Through Market Segmentation.- Market Attractiveness Analysis.- Company Competitiveness Analysis.

Promotional Information

Professor Lambin is one of the world's leading marketing experts and this book is a rigorous yet easy to read text on strategic and operational marketing and their impact on organizational performance. I strongly recommend it to students and practitioners as a very useful tool for their academic and professional lives.' - Carlo M. Gallucci Calabrese, Professor of Marketing at ESADE Business School, Spain 'An excellent and truly international textbook that integrates the latest research on marketing strategy and derives clear implications for practice. It offers a well-researched yet readable access to key tools, concepts and theories.' - Christian Pinson, Emeritus Professor of Marketing, INSEAD

About the Author

JEAN-JACQUES LAMBIN Professor of Market-Driven Management at the Universita degli Studi di Milano, Bicocca, Italy. He is also Professor Emeritus at the Universite Catholique de Louvain, Belgium, and is joint editor in chief of the European Business Forum (EBF). A specialist in strategic marketing, Lambin works as an analyst and consultant on problems of redeployment and restructuring of enterprises facing challenges due to the internationalisation of markets and market-driven management. ISABELLE SCHUILING Professor at the Louvain School of Management at the Universite Catholoque de Louvain, Belgium. She specialises in Strategic Marketing, Brand Management and Global Marketing Strategies. Prior to her academic career she was Marketing Director at Proctor & Gamble Europe and member of the management committee at Procter & Gamble Belgium.

Reviews

'Professor Lambin is one of the world's leading marketing experts and this book is a rigorous yet easy to read text on strategic and operational marketing and their impact on organizational performance. I strongly recommend it to students and practitioners as a very useful tool for their academic and professional lives.' - Carlo M. Gallucci Calabrese, Professor of Marketing at ESADE Business School, Spain 'An excellent and truly international textbook that integrates the latest research on marketing strategy and derives clear implications for practice. It offers a well-researched yet readable access to key tools, concepts and theories.' - Christian Pinson, Emeritus Professor of Marketing, INSEAD

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