Market-Driven Management: Using The New Marketing Concept to Create a Customer-Oriented Company

Combines important new academic thinking and research with evidence of `best practice' in the field of management by foremost business persons and consultants. Provides an invaluable strategic perspective of what is working in corporate marketing cultures and what isn't. Contains authentic examples from Webster's research at leading American and Japanese companies, focusing on the interrelationship of corporate culture, customer orientation and business performance.