Market-Driven Management: How to Define, Develop, and Deliver Customer Value
"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...
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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.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, and 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 the 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 the Tuck School of Business at Dartmouth, Webster is also a renowned international business consultant. His 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.This 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 away 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 leaders 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.
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1Putting the Customer First - Always!12Strategic Planning and Marketing303Marketing as Process: Quality, Service, and Customer Satisfaction654Market Targeting and the Value Proposition975Customer Relationship Management1356Strategic Partnering and Network Organizations1647Organizational Culture and Customer Orientation2128Developing a Customer-Oriented, Market-Driven Company2469Implementing the Value-Delivery Concept of Marketing Strategy276Notes297Index309
