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The Market Driven Organization: Understanding, Attracting, and Keeping Valuable Customers - Hardcover
Synopsis
A professor of marketing and successful consultant shares a decade of research on marketing strategies, using examples from Virgin Atlantic, General Electric, Procter & Gamble, and Staples to show which techniques work, and which do not.
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About the Author
George S. Day holds the Geoffrey T. Boisi Professorship in the Department of Marketing and is Director of the Huntsman Center for Global Competition and Innovation at the Wharton School of the University of Pennsylvania. Professor Day has written more than 125 articles for leading marketing and management journals and fourteen books including Market Driven Strategy, the companion volume to this book. A consultant to leading corporations worldwide, Day is the recipient of the Charles Coolidge Parlin Award for his leadership in the field of marketing and the Paul D. Converse Award for outstanding contributions to the development of the science of marketing. He lives in Bryn Mawr, Pennsylvania.
Reviews
Following up on his Market Driven Strategy: Processes for Creating Value, Day's new book provides practical advice on communicating with customers, outdistancing competitors, and at the same time remaining responsive to both. He applies his experience in consulting, research, and teaching to the topic of continual communication with customers and suppliers to insure a reliable customer base. Divided into three sectionsA"Understanding Market Orientation," "Building the Capabilities," and "Aligning the Organization to the Market"Athe text is rich in examples that show how a company can become and remain market driven. Chapter notes provide references to further reading. Recommended for all business libraries and marketing professionals as well as larger public and university libraries that support business interests.ALittleton M. Maxwell, Business Information Ctr., Univ. of Richmond, VA
Copyright 1999 Reed Business Information, Inc.
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- PublisherFree Press
- Publication date1999
- ISBN 10 0684864673
- ISBN 13 9780684864679
- BindingHardcover
- LanguageEnglish
- Edition number1
- Number of pages304
- Rating
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