Market-Led Strategic ChangeThe fourth edition of the best seller, Market-Led Strategic Change, confronts the real issues companies face in going to market effectively and profitably, including: * corporate social responsibility * marketing under siege * dominant customers and much else besides. In his witty and direct style, Nigel Piercy takes into account state-of-the-art thinking, including nine new case studies providing invaluable lessons from global firms: * Tata * EMI and the music business * Cloud computing * IBM * BAA * Rover cars * Tesco in the USA * Mittal and global steel * One-Laptop-Per-Child. 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 diffusion of Internet-related issues throughout marketing * 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. Tutor Resource pack available at www.textbooks.elsevier.com |
Other editions - View all
Market-led Strategic Change: Transforming the Process of Going to Market Nigel Piercy Limited preview - 2009 |
Common terms and phrases
achieve advertising airlines airport approach brand building business model BusinessWeek buyers capabilities challenge Chapter collaboration company’s competitive competitors consumers conventional corporate costs create customer value customer’s Daily Mail developing effective employees example executives Financial focus global goal going to market Google groups growth Harvard Business Review Harvard Business School Heathrow identify impact implementation important industry innovation integration internal marketing iPhone issues look loyalty market research market sensing market share market strategy marketing departments marketing programmes marketplace MG Rover Microsoft million Mittal OLPC open-source software operations organization organizational planning position problems profit Reality Check relationship marketing retail Rover Rover 75 Ryanair segmentation selling Sources strategic change strategic pathway structure suggests suppliers target Tata Tata Motors tegic Tesco things tion tomer value proposition Wal-Mart Wall Street Journal