Market-driven Management

Frederic E. Jr Webster

320 pages, parution le 04/12/2002

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Résumé

In the '90s, Frederick Webster's Market-Driven Management made an appeal for the wide adoption oi a customer-focused concept of business management after decades of near unanimity that creating value for shareholders was the ultimate duty of companies. Today, because of the new realities of the global marketplace, business thinkers have finally embraced the idea that business strategy focused on customer value is a central factor in maintaining a competitive edge.

New research suggests the importance and effectiveness of business strategies based on value delivery and points to a concrete connection between customer value and shareholder value This new. completely updated Second Edition of Market-Driven Management revises Webster's original marketing concept for the new business realities of the twenty first century-incorporating ideas from strategic planning, financial management, organizational design, d information technology. The book traces the evolution of the marketing concept over the last fifty years and blends the best of management theory and practice to offer specific guidelines for creating a customer-focused organization. It explores the strengths and weaknesses of modern marketing and highlights e ways marketing must adapt to an ever-changing, consumer-oriented economy.

In addition to being a respected business scholar and educator with over thirty-five years on the faculty at theTuck School of Business at Dartmouth, Webster is a so a renowned international business consultant is ideas are based on his decades of research at leading companies around the world, and they have been tested with thousands of managers in his seminars and through his consulting practice. Drawing heavily on case studies and real-world examples, he offers his incisive analysis of what works, what doesn't, and why Most importantly, he provides a plan of action for implementing the new concept of marketing that is applicable to any organization. Tliis edition includes completely updated information on database marketing, customer relationship management, outsourcing and strategic alliances, globalization and e-commerce, and touches on the powerful business lessons we should take sway from the dot.com disaster. New sections have been added on such current topics as branding, marketing strategy implementation, sales force deployment, and value delivery.

The demands of the new economy make clear that a new concept of marketing is desperately needed. As this fundamental transformation takes place, managers and business leader a require a comprehensive and practical guide for keeping up with the changes. Market-Driven Management, Second Edition offers the expert guidance and real-world advice that managers need to ensure their companies stay at the forefront of marketing evolution.

Contents

Putting the Customer First - Always!
Strategic Planning and Marketing
Marketing as 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

Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Frederic E. Jr Webster
Parution	04/12/2002
Nb. de pages	320
Format	16 x 23,5
Couverture	Relié
Poids	595g
Intérieur	Noir et Blanc
EAN13	9780471236931
ISBN13	978-0-471-23693-1