TY  - BOOK
AU  - Lambin,Jean-Jacques
TI  - Strategic marketing management
SN  - 9780077092276 (pbk.) :
U1  - 658.802 LAM 
PY  - 1996///
CY  - London
PB  - McGraw-Hill
KW  - Marketing
KW  - Europe
KW  - Management
KW  - Strategic planning
KW  - Business and Management
KW  - ukslc
KW  - Sales & marketing management
KW  - thema
N1  - 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
ER  -