Market-led Strategic Change: Transforming the Process of Going to Market (Professional Development)

by NigelPiercy (Author)

• Used

  Paperback
  1997

  $3.24

  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.

• Used

  Paperback
  2001

  $3.24

  The 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; and, 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. With hugely successful previous editions, it is thoroughly updated with and new cases. It features 'Reality Checks' in each chapter to encourage pragmatic mindset.

• Used

  Hardcover
  1991

  $35.52

  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.