Менеджмент, ориентированный на рынок : [учебник для слушателей, обучающихся по программам "Мастер лелового администрирования"] : стратегический и операционный маркетинг

Taking a market-orientation approach, the author challenges the traditional concept of the 4Ps and the functional role of marketing departments. Using examples from a range of manufacturing, service, consumer and business to business sectors, the text ends with 10 longer case studies. There is a free Instructor's Support Manual on the Macmillan Business website at: www.macmillan business.co.uk Taking a market-orientation approach, the author challenges the traditional concept of the 4Ps and the functional role of marketing departments. Using examples from a range of manufacturing, service, consumer and business-to-business sectors, it ends with 10 longer case studies. This text adopts a market-orientation perspective throughout. Recognising the shift away from the more functional approach to the subject, the author enlarges the market definition to embrace all the key market players Marketing is both a business philosophy and an action-oriented process.