Changing Market Relationships in the Internet Age

This essay attempts to structure a forward-looking approach to the evolving role of marketing in today's economy. Many organisations today recognize the need to become more market responsive in the global and interconnected market in which they... Continuer

This volume, which takes the form of an essay, attempts to structure a forward- looking approach to the evolving role of marketing in today's economy. Many organisations today recognize the need to become more market responsive in view of the growing complexity of the global and interconnected market in which they operate. Internet technology is resulting in an increasingly globalised market, with easier access to information, new market players and new forms of partnerships. It is also changing consumer behaviour and reinforcing the power of the market over business. It is creating virtual markets where consumers can find customized solutions to their problems which cut across traditional market boundaries. In this new environment, traditional market participants have changing roles, new market actors are emerging and competition is intensifying. To be successful, being customer-oriented is not enough. Business leaders have to review their strategic options and stengthen the market orientation of their enterprises to cope effectively with today’s highly competitive, multi-stakeholder market. The objective of this book is to revisit the concept of traditional marketing management and to analyse changing market relationships among market players and their impact on the key decisions of strategic and operational marketing.


Livre broché - 21,00 €
ePub - 13,99 €

Spécifications


Éditeur
Presses universitaires de Louvain
Auteur
Jean-Jacques Lambin,
Collection
Hors collection (Presses universitaires de Louvain)
Langue
français
Catégorie (éditeur)
Gestion > Marketing et ventes
Catégorie (éditeur)
Gestion
BISAC Subject Heading
BUS043000 BUSINESS & ECONOMICS / Marketing
Code publique Onix
06 Professional and scholarly
CLIL (Version 2013 )
3187 Marketing
Date de première publication du titre
2008
Type d'ouvrage
Monographie

Livre broché


Details de produit
1 A4
Date de publication
2008
ISBN-13
9782874631191
Ampleur
Nombre de pages de contenu principal : 194
Code interne
78207
Format
16 x 24 x 1,1 cm
Poids
393 grammes
Prix
21,00 €
ONIX XML
Version 2.1, Version 3

ePub


Details de produit
1 EPUB
Date de publication
26 juin 2016
ISBN-13
9782875581839
Code interne
78207-Epub
ONIX XML
Version 2.1, Version 3

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