Special Six Article Report on Innovation. Strategy & Leadership, Volume 33, Issue 1.

In these times of constantly shrinking budgets and increased competition, a market-driven strategy allows a company to truly understand its market and the customers that are the basis for this market. This effort allows for a more effective integration of all activities that may impact customer value, which in turn affects both return-on-investment and profitability. This e-book takes a look at how blue chip organizations have implemented differing, yet effective marketing strategies.