内容简介
FREDERICKE.WEBSTER,Jr.,isCharlesHenryJonesThirdCenturyProfessorofManagementattheAmosTuckSchoolofBusinessAdministrationatDartmouthCollege.AnactiveconsultantformanyleadingfirmsthroughouttheUnitedStatesandabroad,heisalsotheauthorofMarket-DrivenManagement:UsingtheNewMarketingConcepttoCreateaCustomer-OrientedCompany(Wiley),amongotherpublications.HeisalsoatrusteeoftheMarketingScienceInstituteandapastdirectoroftheAmericanMarketingAssociation.