Market-Driven Management: Strategic and Operational Marketing

Market-Driven Management challenges the traditional concept of the 4Ps and the "functional" role of marketing departments. The authors enlarge the market definition to embrace the key market players operating not only in the traditional global market, but also in the global electronic market. In addition they explore: managing one-to-one relationships with customers, through CRM tools now available thanks to developments in information technology; brand management; and the emergence of new values, aiming at sustainable development within a market economy.

With its unique approach, variety of international cases and examples and complementary online resources, this book is ideal for postgraduate and upper level undergraduate students of marketing as well as MBAs and Executive MBAs.

New to this edition

Greater coverage of:
- Green and ethical issues
- Corporate social responsibility
- Cultural diversity and international coverage - the global marketplace as it extends beyond the EU context
- Value & branding
- The economic downturn and the financial crisis
- New technology and the internet
- Not for profit and public sector companies