MARKET-DRIVEN MANAGEMENT

This edition will address critical changes in marketing concepts and strategy, and shed light on what must be done now to remain competitive in a customer-focused, market-driven economy.
* In addition to bringing each chapter up-to-date, this new edition will add numerous current topics such as branding, marketing strategy implementation, sales force deployment, value delivery database marketing, CRM, the rise of both outsourcing and strategic alliances, the challenges of globalization and e-commerce, and the lessons learned from the dot-com debacle.

FREDERICK E. WEBSTER Jr. is an internationally recognized expert on marketing strategy and organization. He recently retired from the Tuck School of Business at Dartmouth, where he held the distinctive Charles Henry Jones Third Century Professorship of Management, and is a Visiting Scholar at the Eller College of Business and Public Administration at the University of Arizona. He has been executive director of the Marketing Science Institute, an industry-funded organization sponsoring leading-edge academic research. He has written more than a dozen books, including Industrial Marketing Strategy, from Wiley, and has published more than seventy articles in academic and management journals.

Putting the Customer First--Always!

Strategic Planning and Marketing.

Marketing as a Process: Quality, Service, and Customer Satisfaction.

Market Targeting and the Value Proposition.

Customer Relationship Management.

Strategic Partnering and Network Organizations.

Organizational Culture and Customer Orientation.

Developing a Customer-Oriented, Market-Driven Company.

Implementing the Value-Delivery Concept of Marketing Strategy.

Notes.

Index.