Industrial Marketing Strategy (Marketing Management S.) - Tapa dura

A reader-friendly, manager's goal-oriented guide to marketing in the 21st century In today's customer-oriented world, marketing principles are more important than ever for managers to understand and implement in their business strategy. The recent rise of outsourcing, strategic alliances, globalization, and e-commerce, as well as the failures of dot-com fool's gold and fuzzy accounting, means the application of these principles, as always, is changing. This completely revised and updated edition repositions marketing as the process of defining, developing, and delivering customer value. Offering specific guidelines on creating a customer-focused, market-driven company, Market-Driven Management also includes new chapters on branding, marketing strategy implementation, sales force deployment, and value delivery.

Frederick E. Webster (Tuscon, AZ) is an internationally recognized expert on marketing strategy and organization. He holds the Charles Henry Jones Third Century Professorship in Management at the Tuck School of Business at Dartmouth College, where he has been on the faculty since 1965. He is also the author of Industrial Marketing Strategy, Second Edition (Wiley: 0-471-87958-4).