Management oriented to the market
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One of the most prominent representatives of the European Marketing School Professor Jean-Jacques Lamben offers a textbook that occupies a special place in modern business and management literature. The book analyzes in detail the content and relationship of two levels of marketing - strategic and operational, while the emphasis is on the practical application of theoretical knowledge. Unlike many similar publications, areas such as industrial marketing, trade marketing and international marketing are considered in detail.
In the second edition, the main topics are presented in more detail and systematically. Serious attention is paid to the reader to give the reader a complete picture of the method of “solving the problem” as the best way to create value for customers, electronic marketing, managing relations with customers (CRM), managing a trademark, the emergence of new values, a European view of marketing, reinforced by numerous examples from business practice.
The Russian edition includes cases that simulate specific problem situations that the famous foreign firms had to face.
This work is focused primarily on students of MBA programs, senior students studying in managerial specialties, as well as professional managers working in the field of marketing and strategic management.
Recommended by the Council of the Ministry of Education and Science of the Russian Federation on the educational program of additional professional education “Master of business administration - Master of Business Administration (MBA)” as a textbook for students students “Master of business administration” programs
In the second edition, the main topics are presented in more detail and systematically. Serious attention is paid to the reader to give the reader a complete picture of the method of “solving the problem” as the best way to create value for customers, electronic marketing, managing relations with customers (CRM), managing a trademark, the emergence of new values, a European view of marketing, reinforced by numerous examples from business practice.
The Russian edition includes cases that simulate specific problem situations that the famous foreign firms had to face.
This work is focused primarily on students of MBA programs, senior students studying in managerial specialties, as well as professional managers working in the field of marketing and strategic management.
Recommended by the Council of the Ministry of Education and Science of the Russian Federation on the educational program of additional professional education “Master of business administration - Master of Business Administration (MBA)” as a textbook for students students “Master of business administration” programs
Author:
Author:Lamben J.Zh., Chumpitas R., Shuling I.
Cover:
Cover:Hard
Category:
- Category:Business & Money
Series:
Series: Classic MBA
ISBN:
ISBN:978-5-496-02563-8
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