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Transforming the Process of Going to Market
To order this title, and for more information, click here
Fourth Edition
By
Nigel F. Piercy, Professor of Marketing and Strategy, Warwick Business School, University of Warwick
Description
The 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
Audience
Marketing practitioners; Professional students on MBA courses studying marketing strategy and change management; CIM Diploma students.
Contents
PART I: THE IMPACT OF CUSTOMER VALUE IMPERATIVES; Chapter 1. New Marketing; Chapter 2. The Customer is always right-handed; Chapter 3.
New marketing meets old marketing; Chapter 4. Value-based marketing strategy; Case 1 Tata, But Definitely Not Goodbye; Case 2 Strangling
the Fat Lady at EMI; Case 3 The Clouds Raining on the Computer Business; PART II: DEVELOPING A VALUE-BASED MARKETING STRATEGY; Chapter
5. Strategic thinking; Chapter 6. Market sensing and learning strategy; Chapter 7. Strategic market choices and targets; Chapter 8.
Customer value strategy and positioning; Chapter 9. Strategic Relationships and networks; Case 4 Big Blue Gets Transparent; Case 5 Oh,
the Tangled Web They Weave at BAA; Case 6 The Wild, Wild Rover; PART III. PROCESSES FOR MANAGING STRATEGIC TRANSFORMATION; Chapter 10.
Strategic Gaps; Chapter 11. Organization and processes for change; Chapter 12. Implementation process; Case 7 Tesco - Fresh & Queasy
in the USA; Case 8 When the Peddle Hits the Mittall; Case 8 One-Laptop-Per-Child Stirs Up the Grown-Ups
| Bibliographic details |
Paperback, 576 pages, publication date: SEP-2008
ISBN-13: 978-1-85617-504-3
Imprint: BUTTERWORTH HEINEMANN
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| Price and Ordering |
Price:
GBP 31.99
EUR 34.95
USD 60.95
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Books and book related electronic products are priced in euro (EUR), and Great Britain Pounds (GBP) and US dollars (USD). EUR prices apply in Europe. GBP prices apply to the UK. USD prices apply to the Americas, Asia Pacific and the rest of the world.
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076/734
Last update: 20 Feb 2010
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