Market-Driven Management : How to Define, Develop, and Deliver Customer Value (Wiley Series on Marketing Management)
Frederick E. WebsterISBN: 0471236934; 9780471236931;
"Here is fifty years of managerial wisdom and actionable prescriptions, distilled into a thoroughly convincing and eminently readable jewel of a book." ?Steve Haeckel, Director of Strategic Studies at IBM?s Advanced Business Institute and author of Adaptive Enterprise: Creating and Leading Sense-and-Respond Organizations "Fred Webster knows what matters and what works. The new edition of Market-Driven Management is an unqualified success at combining rich conceptual insights with practical managerial guidelines." ?Kevin L. Keller, author of Strategic Brand Management "Fred Webster?certainly one of the most influential marketing scholars of the twentieth century?has once again broken ground with this book. In sharp contrast to faddish management books, it combines the rigor of empirical research with practical advice to help managers win in increasingly hostile competitive environments. It is the definitive guide for senior managers...