ABSTRACT
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
TABLE OF CONTENTS
part |2 pages
Part I: The impact of customer value imperatives
chapter 1|28 pages
New marketing: marketing is dead, long live marketing!
chapter 3|27 pages
New marketing meets old marketing: new
chapter 4|37 pages
Value-based marketing strategy
chapter |21 pages
End-of-part cases
part |2 pages
Part II: Developing a value-based marketing strategy
chapter 5|48 pages
Strategic thinking and thinking strategically
chapter 7|42 pages
Strategic market choices and targets: where to compete and where not to
chapter |35 pages
End-of-part cases
part |2 pages
Part III: Processes for managing strategic transformation