Marketing is the function within an organization that focuses directly on the customer. Strategic Marketing
In the Customer Driven Organization places a unique emphasis on the reason for the existence of the firm,
to provide, communicate and deliver value to the customer. The book demonstrates, through the use of many
international examples, how providing for the real needs of customers more effectively than the competition
is the key to long term strategic success.
"This is not your typical marketing book. It provides the reader with real life business situations, where gathering information is key - not just on the marketplace but specific information about your customers and building it in to practical marketing response programs. As the President of a company who prides itself on building and nurturing strong customer relationships I would recommend this as a 'must read'"
Dr Pearse Lyons
President,
Alltech Inc.
"Frank Bradley's new book takes as its point of departure his well-established core marketing concepts (understand, provide, communicate and deliver value) and puts them to use as the foundation for this compact, concise and very readable text." Professor Susan Hart
Head of Department of Marketing
University of Strathclyde
Strategic Marketing In the Customer Driven Organization has been written for students of general
marketing, marketing management and strategic marketing for advanced undergraduate and MBA courses. It is
also especially suited to executive education programmes and managers wishing to integrate experiential
learning within an intellectual framework.
Professor Frank Bradley is R & A Bailey Professor of International Marketing and Head, Department of
Marketing at the Michael Smurfit Graduate School of Business and the Quinn School of Business at University
College Dublin where he teaches Marketing and International Marketing.
