From Brand Management to Global Business Management in Market-Driven Companies

Article English OPEN
Zito, Emilio;
(2009)
  • Publisher: Symphonya. Emerging Issues in Management
  • Journal: Symphonya. Emerging Issues in Management,issue 1 Market-Driven Management and Competitive Customer Value - 1 (issn: 1593-0319, eissn: 1593-0300)
  • Publisher copyright policies & self-archiving
  • Related identifiers: doi: 10.4468/2009.1.05zito
  • Subject: http://dx.doi.org/10.4468/2009.1.05zito [Globalisation; Market-Driven Management; Market-Driven Companies; Global Companies; Global Business Management; Brand Management; Product Management DOI] | Globalisation; Market-Driven Management; Market-Driven Companies; Global Companies; Global Business Management; Brand Management; Product Management

Over the past several years, the most competitive mass-market companies (automobile, high-tech, consumer and retail, etc.) have been experiencing a new strategic approach around the concept of Market-Driven strategy, as opposed to a pure marketing-focused approach known... View more
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