by Frederick E. Webster Jr. · John Wiley & Sons Inc · tapa dura · ISBN 9780471595762
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«Market-Driven Management» is the business and marketing book by Frederick E. Webster Jr., published by Wiley in hardcover (336 pages, in English).
Analyses the evolution of marketing from a sales-support function to becoming the core of corporate strategy in the 1990s. Combines academic research with examples of leading American and Japanese companies, showing the relationship between corporate culture, customer orientation and organisational performance.
Subtitle: Using the New Marketing Concept to Create a Customer-Oriented Company. Work number 21 in The Portable MBA series.
For executives, marketing professionals and MBA students interested in corporate strategy and customer orientation.
