• Palgrave Macmillan
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Jean-Jacques Lambin

JEAN-JACQUES LAMBIN is Professor of Market-Driven Management at the Universita degli Studi di Milano, Bicocca. He is also Professor Emeritus at the Universite Catholique de Louvain, Belgium, and is joint editor in chief of the European Business Forum (EBF). A specialist in strategic marketing, Lambin works as an analyst and consultant on problems of redeployment and restructuring of enterprises facing challenges due to the internationalization of markets and market-driven management.

ISABELLE SCHUILING is Professor at the Louvain School of Management at the Universite Catholoque de Louvain, Belgium. She specializes in Strategic Marketing, Brand Management and Global Marketing Strategies. Prior to her academic career she was Marketing Director at Proctor & Gamble Europe and member of the management committee at Procter & Gamble Belgium


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Market-Driven Management
Strategic and Operational Marketing

Palgrave Macmillan
Market-Driven Management challenges the traditional concept of the 4Ps and the "functional" role of marketing departments. The authors enlarge the market...
Jean-Jacques Lambin

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