Market-led Strategic Change: A Guide to Transforming the Process of Going to MarketThe third edition of Market-Led Strategic Change builds on the massive success of the previous two editions, popular with lecturers and students alike, presenting an innovative approach to solving an old problem: making marketing happen! In his witty and direct style, Nigel Piercy has radically updated this seminal text, popular with managers, students, and lecturers alike, to take into account the most recent developments in the field. With a central focus on customer value and creative strategic thinking, he fully evaluates the impact of electronic business on marketing and sales strategy, and stresses the goal of totally integrated marketing to deliver superior customer value. "Reality Checks" throughout the text challenge the reader to be realistic and pragmatic. The book confronts the critical issues now faced in strategic marketing: · escalating customer demands driving the imperative for superior value · totally integrated marketing to deliver customer value · the profound impact of electronic business on customer relationships · managing processes like planning and budgeting to achieve effective implementation At once pragmatic, cutting-edge and thought-provoking, Market-Led Strategic Change is essential reading for all managers, students and lecturers seeking a definitive guide to the demands and challenges of strategic marketing in the 21st century. Hugely successful previous editions Thoroughly updated with and new cases 'Reality Checks' in each chapter to encourage pragmatic mindset |
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Common terms and phrases
achieve advertising airlines Alan Mitchell analysis Asda bank Barclays brand building business model cent company’s competitors consumer conventional corporate costs create creativity critical customer focus customer loyalty customer relationship customer satisfaction customer service customer value customer’s Daily Telegraph deliver developing dot.com Dyson employees example executives Financial Gary Hamel goal going to market Harvard Business Review implementation industry innovation integration internal marketing Internet issue Kwik Save look loyalty card market research market sensing market share market strategy marketing budgeting Marketing Business marketing department marketing plan marketing programmes marketplace million offer ofthe operations organization organizational Priceline problems process of going profit REALITY CHECK relationship marketing retail Ryanair Safeway Sainsbury segments selling Somerfield suggests supermarket suppliers supply chain SWOT analysis targets Tesco things traditional value proposition Wal-Mart