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Sinopsis
In 1990, George Day coined the phrase 'market-driven' and revolutionised the way companies worldwide think about business. Day reminds us that every employee in every company needs to always consider the market, not just the marketing or sales departments. Day provides a step-by-step guide to a proven five-step system for becoming market-driven: select markets, differentiate products, choose communication and distribution channels, decide on the scale and scope of support activities, and select areas for future growth. This pioneering volume, enhanced by examples from Day's work with such world-renowned companies as General Motors, Marriott, Kodak, General Electric, H.J.Heinz, IKEA, Nestle, and 3M, is the essential guide to this proven strategic approach.
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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 The Market Driven Organization, 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.
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Market Driven Strategy: Processes for Creating Value
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