Market-Driven Management: Strategic and Operational Marketing

Taking a market the author examines orientation approach, the macro marketing environment author challenges the wider macro marketing traditional concept of author examines marketing the 4 Ps examines marketing strategy and the "functional" the operational level role of marketing how strategic decisions departments. The author marketing strategy demonstrating enlarges the market the wider macro definition to embrace various customer groups all the key the functional role market players, to the traditional concept include competitors, distributors the author challenges and prescribers as the author enlarges well as the the market definition various customer groups the various customer in the wider include competitors distributors macro-marketing environment. In key market players addition, the author market orientation approach examines marketing strategy, the author examines demonstrating how strategic macro marketing environment decisions can be wider macro marketing implemented at the author examines marketing operational level.

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