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Includes bibliographical references and index ""We live in a time of unprecedented market uncertainty, where the order of the day is often disorder," warns author Allan J. Magrath. Breaking through the marketing maelstrom of issues, priorities, and questions is perhaps the most difficult challenge for any company that wants to be a market leader. The 6 Imperatives of Marketing presents Magrath's insightful analysis of how to meet this challenge--based on the experiences of more than 300 highly successful organizations in 40 different industries. His lucid and objective viewpoint allows you to mentally stand back from the storm and get a clear sense of which issues are critical and which are mere distractions." "As Magrath shows, "winner" companies concentrate their attention on six key areas:" "1. Marketing productivity" "2. Innovation" "3. Distribution channels" "4. Alliances" "5. Globalization" "6. Quality" "The 6 Imperatives of Marketing examines these urgent issues, interweaving Magrath's lively observations with hundreds of examples of actual marketing victories. The book takes you on a fascinating sightseeing tour of the dilemmas, debates, and decisions these companies experi

Author

Magrath, Allan J

Publisher

New York, NY : American Management Association

Published

1992

Language

EN

ISBN

9780814450420

Subjects

Management, Business, Marketing