Market Driven Management, Strategic and Operational Marketing

Abstract

Taking a market orientation approach, this books offers more than coverage of the marketing function: it provides a broad treatment of the subject, integrating both the strategic and operational dimensions. The author enlarges the market definition to embrace all the key market players, to include competitors, distributors, and prescribers as well as the various customer groups in the wider macro-marketing environment. In addition, the author examines marketing strategy, demonstrating how strategic decisions can be implemented at the operational level.