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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 in Marketing, 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 CUSTOMER VALUE IMPERATIVE; Chapter 1. New Marketing; Chapter 2. The Customer Conundrum; Chapter 3. The Revolution in Market
Demands; Chapter 4. Totally Integrated Marketing; Chapter 5. Strategic Customer Management; PART II: THE PROCESS OF GOING TO MARKET:
BUILDING AND TESTING STRATEGY; Chapter 6. Strategizing and Strategic Thinking; Chapter 7. Market Sensing and Customer Focus; Chapter
8. Market Choice and Positioning; Chapter 9. Value Proposition; Chapter 10. Relationship Networks; Chapter 11. Strategic Marketing Planning;
PART III. MANAGING THE TRANSFORMATION; Chapter 12. Strategic Gap Analysis; Chapter 13. Decision Making Processes; Chapter 14. Strategy
Implementation
Bibliographic & ordering Information
Paperback,
ISBN-13: 978-1-85617-504-3, 576 pages, publication date: SEP-2008
Imprint: BUTTERWORTH HEINEMANN
Price: Order form
EUR 43.95
USD 52.95
GBP 29.99
Books and book related electronic products are priced in US dollars (USD), euro (EUR), and Great Britain Pounds (GBP). USD prices apply to the Americas and Asia Pacific. EUR prices apply in Europe and the Middle East. GBP prices apply to the UK and all other countries.
See also information about conditions of sale & ordering procedures, and links to our regional sales offices.
076/734
Last update: 27 Aug 2008
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