Market-Driven Management: How to Define, Develop, and Deliver Customer Value

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Wiley, 25 set 2002 - 320 pagine
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.

Dall'interno del libro

 

Sommario

PUTTING THE CUSTOMER FIRSTALWAYS
1
QUALITY SERVICE
65
Quality as a Way of Doing Business
78
Copyright

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Parole e frasi comuni

Adhocracy Airlines brand equity business performance business strategy business unit buyer buying Chapter commitment communications company's competitive competitors consumer corporate culture costs create customer expectations customer needs customer orientation customer relationship management customer satisfaction customer value customer's database defined definition of value deliver superior value delivery distinctive competence firm firm's focus focused function global important innovation interactive marketing investment Journal of Marketing long-term manufacturing market orientation market segments market share marketing management marketing strategy marketplace mass customization ment network organizations organizational culture perspective positioning potential problem product differentiation product offering products and services profitability programs purchase relationship marketing Republic Airlines resellers responsibility sales volume selling specific strategic alliances strategic partnering strategic partnerships strategic planning suppliers tion tomer total quality management transactions value capture value chain value proposition value to customers value-delivery concept vendors Wal-Mart

Informazioni sull'autore (2002)

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.

Informazioni bibliografiche

TitoloMarket-Driven Management: How to Define, Develop, and Deliver Customer Value
Volume 28 di Wiley Series on Marketing Management
AutoreFrederick E. Webster
Edizione2, illustrata
EditoreWiley, 2002
Provenienza dell'originaleUniversità di Cornell
Digitalizzato26 giu 2009
ISBN0471236934, 9780471236931
Lunghezza320 pagine
  
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