Market-led Strategic Change: Making Marketing Happen in Your Organization

by NigelPiercy (Author)

• Used

  Hardcover
  1991

  $5.80

  Provides a number of practical tools for evaluating the marketing performance of organizations and, as a result, identifying how to improve performance. The author argues that the process of marketing goods and services is simple in concept, but invariably fails in practice, through muddled and confused management decisions and a lack of commitment. The book stresses the importance of the concept of the long-term customer as the crucial factor for company survival. The book is accompanied by a HTV video.

• Used

  Paperback
  1997

  $3.28

  Aims to take marketing back to basics. The reader confronts critical questions in the organization of marketing: understanding the nature of the marketplace, how the critical processes of marketing planning and budgeting are managed and ensuring commitment where it matters.