Publisher's Synopsis
"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 managerial guidelines." Kevin L. Keller, author of Strategic Brand Management "Fred Webster certainly one of the most influential marketing scholars of the twentieth century has once again broken ground with this book. In sharp contrast to faddish management books, it combines the rigor of empirical research with practical advice to help managers win in increasingly hostile competitive environments. It is the definitive guide for senior managers who need to build truly customer-driven companies.";Bernie Jaworski, Chief Idea Officer, Monitor Group "Marketing will realize its full potential only when viewed simultaneously as an organization-wide commitment to putting the customer first, a strategic management responsibility for shaping the customer value proposition, and a functional responsibility to sense and respond to the market. This is the best road map I've seen for meshing these three perspectives to deliver superior customer value." George Day, Geoffrey T. Boisi Professor of Marketing at the Wharton School and author of The Market Driven Organization "The fundamental truth in the marketing concept about making the customer the focus of business strategy has been paid only lip service in many firms. Fred Webster shows how marketing is much more than the 4 Ps of execution it is as much a conversation about strategy and culture. This is a timely articulation of business strategy viewed through the lens of the customer that has profound insights for both academics and practitioners." Rohit Deshpande, Sebastian S.;Kresge Professor of Marketing, Harvard Business School "This second edition of Market-Driven Management will help readers understand the evolution of marketing and strategy in their organizations and provides practical applications to manage and profit from these changes. With this book, once again, Fred Webster has distinguished himself as a thought leader." Jim Figura, Vice President, Consumer Insights & Research, Colgate-Palmolive
