Brief Contents
Objective: Lambin (2000) states that ' marketing is a business philosophy and an action-oriented process which is valid for every organization in contact with its constituency of users.'' He make the distinction between marketing as a 'system of thought'' (or strategic marketing) and as an 'active process'' (or operational marketing).
(Lambin, J-J., (2000), Market-Driven Management: Strategic and operational Marketing, Macmillan).
With reference to academic literature and to an organization of your choice, critically evaluate Lambin's proposition that marketing is both a management orientation and a management function, applicable in all organizational contexts.
Si.No Contents Page No.
1.0 Marketing: An Introduction. 02-03
2.0 Lambin's Strategic Concept of Marketing. 03-04
3.0 Critical Analysis of GE (General Electric) Marketing Strategy. 04-16
3.1 Company Overview. 04-05
3.2 Marketing Philosophies of GE. 05-06
3.3 GE's marketing Strategy. 06-07......
Join Now or Login to view the rest of this paper.
Approximate Word Count: 7894
Approximate Pages: 31 (260 words per double-spaced page) |