Market-based management is seemingly difficult but intuitively easy. The reason marketing student and marketing professionals like this book is because it is readable and it presents the tools and process needed to actually build a market driven-strategy. The concepts, by themselves, are important and are the backbone of market-based management . however, there are of limited value if they cannot be applied in a way that delivers superios customer value and profitability. Those in market need to take a grater level of responsibility for managing profits and external performance metrics of a business. This is my hope that the new edition of Marketing-Based Management will help achieve that goal, and I hope that it will also help you in you understanding of, commitment to, and practice of market-based management.