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Presents a critical appraisal of fashions and fads in management theory. This book exposes the strategic weaknesses of change programmes such as Total Quality Management and Business Process Re-Engineering and explains why so many companies fail to become 'market-led' or 'customer-focused'.

Aimed at senior executives responsible for shaping and managing the company's strategic direction, this book talks about the strategic dimensions of marketing management and focuses on the critical importance of matching the company's capabilities with genuinely attractive market sectors. It offers a reference for effective marketing practice.