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Thursday, September 19, 2019

Value-Based Marketing
by John Doyle, New York: John Wiley & Sons, 2000.

Today the changes in the marketing environment are so momentous that they require radical strategic and organizational change from virtually all companies. Gone are the days when managers could stick to tried and tested formulas to provide continuous growth and profitability. Globalization, new industrial structures, rapidly changing technologies and new customer expectations are quickly eroding yesterday's markets, while creating phenomenal new opportunities for those who can move fast and decisively to capitalize on the changing environment.