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ISBN:0077077954
Author: Jean-Jacques Lambin
ISBN13: 978-0077077952
Title: Marketing Strategy: A New European Approach (McGraw-Hill Marketing for Professionals Series)
Format: lit mobi doc docx
ePUB size: 1112 kb
FB2 size: 1871 kb
DJVU size: 1193 kb
Language: English
Category: Marketing and Sales
Publisher: McGraw-Hill Book Co Ltd; Revised edition (June 1, 1993)
Pages: 600

Marketing Strategy: A New European Approach (McGraw-Hill Marketing for Professionals Series) by Jean-Jacques Lambin



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Marketing Strategy A New European Approach - Mcgraw-Hill Marketing for Professionals Series Author: Jean-Jacques Lambin. This text covers marketing principles as both a business philosophy and an action-orientated process more n be applied to any marketing operation.

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indd Page i 9/3/10 7:27 AM F-497 /Tempwork/AUGUST 2010/18:08:10/FREE036:Volhart:VY Basic Marketing A Marketing Strategy Planning Approach per29958 fm i-xl 1. He has also taught at the Uni- versity of North Carolina at Chapel Hill, Emory Univer- sity, Instituto de Empresa (Madrid, Spain), INSEAD (Fontainebleau, France), and Thammasat University (Bangkok, Thailand). He has received several teaching awards and honors. The biggest distinguishing factor about Basic Marketing is our integrative approach to creating a teaching and learning package for the introductory marketing course. This integration makes it easier to learn about marketing, teach marketing, and apply it in the real world.

This text covers marketing principles as both a business philosophy and an action-orientated process. It emphasizes how marketing theories can provide a firm, harmonizing basis for marketing operations. Lambin combines the complementary aspects of strategic and operational marketing to offer practical frameworks for planning and analysis that can be applied to any marketing operation. Features of the text include: examples and illustrations from the European market; an emphasis of the key role of marketing in a market economy; a discussion of both consumer and industrial goods marketing; and forms and checklists useful for implementation processes. This is a fully updated and revised edition of the original French version, giving a European perspective on marketing strategy and relating the European position to global marketing.