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.
- ISBN10 068486536X
- ISBN13 9780684865362
- Publish Date 7 December 1999
- Publish Status Out of Print
- Out of Print 17 February 2016
- Publish Country US
- Publisher Simon & Schuster
- Imprint The Free Press
- Format Hardcover
- Pages 432
- Language English