In the ’90s, Frederick Webster’s Market-Driven Management made an appeal for the wide adoption of 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.
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Market–Driven Management: How to Define, Develop, and Deliver Customer Value
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.
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