Market-driven management : how to define, develop, and deliver customer value - Webster, Frederick E. (New York : Wiley, 2002)
Putting the customer first--always! -- Strategic planning and marketing -- Marketing as process: quality, service, and customer satisfaction -- Market targeting and the value proposition -- Customer relationship management -- Strategic partnering and network organizations -- Organizational culture and customer orientation -- Developing a customer-oriented, market-driven company -- Implementing the value-delivery concept of marketing strategy.
Includes bibliographical references and index
Keywords: Marketing -- Management; Consumer satisfaction