Strategic marketing management.
Jean-Jacques Lambin.
- London : McGraw-Hill, 1996.
- 720p. : ill. ; 25 cm.
Includes bibliographical references and index.
Part 1.The changing role of marketing -- 1.The role of marketing in the firm and ina market economy -- 2.From marketing to market-driven management -- Par t2.Understanding buyer behaviour -- 3.Marketing and they buyer\'s motivation -- 4.The buyer\'s choice behaviour -- 5.Marketing research and information systems -- 6.The buyer\'s response behaviour -- Part 3.Marketing strategy development -- 7.Needs analysis through market segmentation -- 8.Marketing attractiveness analysis -- 9.Competitiveness analysis -- 10.Formulating a marketing strategy -- 11.The strategic marketing plan -- Part 4.Strategic marketing in action -- 12.New product design -- 13.Distribution channel decisions -- 14.Strategic pricing decisions -- 15.Strategic communication decisions -- Part 5.Case studies -- 16.Case studies in strategic marketing.