Marketing strat gique et op rationnel 9e d

Titre : Marketing strat gique et op rationnel 9e d
Auteur : Jean-Jacques Lambin
Éditeur : Dunod
ISBN-13 : 9782100752881
Libération : 2016-06-29

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Cet ouvrage propose un traitement complet de la mise en oeuvre de la démarche marketing: du marketing stratégique et du marketing opérationnel. Le marketing stratégique porte sur la réflexion située en amont du processus de mise en marché et identifie les options et le positionnement. Le marketing opérationnel est chargé de la mise en ouvre des options stratégiques retenues en s'appuyant sur les 4P. Il est le complément indispensable de la réflexion stratégique. Cette 9e édition confirme son approche originale fondée sur le concept d'orientation-marché. Entièrement restructurée et mise à jour, elle vise à une simplification du propos et met particulièrement l'accent sur la dimension digitale et son impact sur le marketing.

Livres de France

Titre : Livres de France
Auteur :
Éditeur :
ISBN-13 : STANFORD:36105123038734
Libération : 2007

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Includes, 1982-1995: Les Livres du mois, also published separately.

Market Driven Management

Titre : Market Driven Management
Auteur : Jean-Jacques Lambin
Éditeur : Palgrave Macmillan
ISBN-13 : 9781137267511
Libération : 2012-07-19

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Market-Driven Management adopts a broad approach to marketing, integrating the strategic and operational elements of the discipline. Lambin's unique approach reflects how marketing operates empirically, as both a business philosophy and an action-oriented process. Motivated by the increased complexity of markets, globalisation, deregulation, and the development of e-commerce, the author challenges the traditional concept of the 4Ps and the functional roles of marketing departments, focusing instead on the concept of market orientation. The book considers all of the key market stakeholders, arguing that developing market relations and enhancing customer value is the responsibility of every member of the organization, and that the development of this customer value is the only way for a firm to achieve profit and growth. New to this edition: - Greater coverage of ethical issues and corporate social responsibility; cultural diversity; value and branding and the economic downturn - Broad international perspective - Thoroughly revised to reflect the latest academic thinking and research With its unique approach, international cases and complementary online resources, this book is ideal for postgraduate and upper level undergraduate students of marketing, and for MBAs and Executive MBAs.

Livres hebdo

Titre : Livres hebdo
Auteur :
Éditeur :
ISBN-13 : STANFORD:36105123018702
Libération : 2007

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A été écrit sous une forme ou une autre pendant la plus grande partie de sa vie. Vous pouvez trouver autant d'inspiration de Livres hebdo Aussi informatif et amusant. Cliquez sur le bouton TÉLÉCHARGER ou Lire en ligne pour obtenir gratuitement le livre de titre $ gratuitement.

Principles of Marketing Student Value Edition

Titre : Principles of Marketing Student Value Edition
Auteur : Philip T. Kotler
Éditeur : Pearson
ISBN-13 : 0134461525
Libération : 2017-01-12

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Philip T. Kotler A été écrit sous une forme ou une autre pendant la plus grande partie de sa vie. Vous pouvez trouver autant d'inspiration de Principles of Marketing Student Value Edition Aussi informatif et amusant. Cliquez sur le bouton TÉLÉCHARGER ou Lire en ligne pour obtenir gratuitement le livre de titre $ gratuitement.

Changing Market Relationships in the Internet Age

Titre : Changing Market Relationships in the Internet Age
Auteur : Jean-Jacques Lambin
Éditeur : Presses univ. de Louvain
ISBN-13 : 2874631191
Libération : 2013-04-03

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This essay attempts to structure a forward-looking approach to the evolving role of marketing in today's economy. Many organisations today recognize the need to become more market responsive in the global and interconnected market in which they operate.

Rethinking the Market Economy

Titre : Rethinking the Market Economy
Auteur : J. Lambin
Éditeur : Springer
ISBN-13 : 9781137392916
Libération : 2014-03-14

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This book explores the changing socio-economic and technological landscape of the 21 century and what it means. It adopts an industrial economic approach, whilst proposing a road map leading to the adoption of a 'societal market economy' model as an appealing and politically acceptable third-way between capitalism and socialism.

Strategic Marketing Management

Titre : Strategic Marketing Management
Auteur : Jean-Jacques Lambin
Éditeur : McGraw-Hill Companies
ISBN-13 : 0077092279
Libération : 1996-01-01

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Strategic Marketing Management is a post-introductory text in Marketing which is thoroughly European - the French language edition is already the best-selling marketing textbook in France. Comprising sixteen chapters carefully structured within five parts, this book offers innovative and comprehensive coverage of strategic marketing management. In Part 1 the distinction between operational marketing and strategic marketing is made, and the reader is shown why, in the new European macromarket, strategy is most important and why the entire organization must be market-oriented. Part 2 opens with an analysis of the needs of individuals and organizations in order to establish the buyer's purchase and response behaviour, and examines the vital role of market research in this process. Part 3 is devoted to the tasks of strategic marketing. Part 4 looks closely at issues of implementation. Finally, in Part 5 there are fifteen topical case studies with follow-up questions which have been specially selected to illustrate and examine a wide range of strategic marketing management issues.

Inside Apple

Titre : Inside Apple
Auteur : Adam Lashinsky
Éditeur : Hachette UK
ISBN-13 : 9781455512171
Libération : 2012-01-25

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INSIDE APPLE reveals the secret systems, tactics and leadership strategies that allowed Steve Jobs and his company to churn out hit after hit and inspire a cult-like following for its products. If Apple is Silicon Valley's answer to Willy Wonka's Chocolate Factory, then author Adam Lashinsky provides readers with a golden ticket to step inside. In this primer on leadership and innovation, the author will introduce readers to concepts like the "DRI" (Apple's practice of assigning a Directly Responsible Individual to every task) and the Top 100 (an annual ritual in which 100 up-and-coming executives are tapped a la Skull & Bones for a secret retreat with company founder Steve Jobs). Based on numerous interviews, the book offers exclusive new information about how Apple innovates, deals with its suppliers and is handling the transition into the Post Jobs Era. Lashinsky, a Senior Editor at Large for Fortune, knows the subject cold: In a 2008 cover story for the magazine entitled The Genius Behind Steve: Could Operations Whiz Tim Cook Run The Company Someday he predicted that Tim Cook, then an unknown, would eventually succeed Steve Jobs as CEO. While Inside Apple is ostensibly a deep dive into one, unique company (and its ecosystem of suppliers, investors, employees and competitors), the lessons about Jobs, leadership, product design and marketing are universal. They should appeal to anyone hoping to bring some of that Apple magic to their own company, career, or creative endeavor.

Incubators of the World

Titre : Incubators of the World
Auteur : Daniel Rouach
Éditeur : Pearson Education France
ISBN-13 : 2744064599
Libération : 2010

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Un état des lieux international sur les incabateurs dans les pays leaders. Une réflexion sur le management et l'organisation des incubateurs, ainsi que sur le rôle de la puissance publique et des entreprises privées.