Market-driven management : using the new marketing concept to create a customer-oriented company
著者
書誌事項
Market-driven management : using the new marketing concept to create a customer-oriented company
（The portable MBA series）
Wiley, c1994
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Providing incisive analyses of the most recent marketing advances, this study summarizes the latest research and the best practices from industry, illustrating innovation which works successfully and marketing practices that have failed. The "Portable MBA" series has been developed to cover the core curriculum of a typical MBA course. Each volume offers practical overviews of insights and information needed for the MBA programmes. Although not specifically designed as a course book, each book provides comprehensive coverage of primary business functions.
目次
- Putting The Customer First
- Customers, The Company and Competitors
- Strategic Planning and Marketing
- Quality equals Customer Satisfaction
- Market Targeting, Positioning and the Value Proposition
- Relationship Marketing
- Strategic Alliances in Marketing
- Organizational Culture and Customer Orientation
- Developing a Customer-Oriented, Market-Driven Company.
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