Marketing programmes and actions: But do we ever think our marketing through?

Part I of the book laid down the challenge of focusing on customer value, and Part II added the new and emerging challenges of e-business, totally integrated marketing and creative strategizing. These are the building blocks for market-led strategic change, and our goals in working for a better way of managing the process of going to market. Part III outlined the basic steps in the Strategic Pathway to actually build an effective market strategy. This was all about the content of our market strategy – the things we want to do to transform our process of going to market.