Market-Led Strategic Change (Hardback)Nigel F. Piercy (author)
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* 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:
* EMI and the music business
* Cloud computing
* Rover cars
* Tesco in the USA
* Mittal and global steel
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
Publisher: Taylor & Francis Ltd
Number of pages: 572
Weight: 1232 g
Dimensions: 248 x 191 x 30 mm
Edition: 4th New edition
'Provides management with a number of tools and techniques to help implement marketing effectively so that customer considerations and satisfaction are put at the top of the management agenda. A very practical manual, full of good useful advice...I enjoyed reading it.'
Professor John O'Shaugnessy, Professor Emeritus of Business, Columbia University, New York
'I was looking for new insights, needless to say I was not disappointed...an outstanding contribution.'
Professor P Rajan Varadarajan, Distinguished Professor of Marketing and Ford Chair in Marketing and E-Commerce, Texas A&M University
'Aimed at the reflective practitioner who wants to get things done, Market-Led Strategic Change demonstrates the author's ability to combine systematic analysis with practical advice for action. It is rich in practical examples from the author's own experience and research.'
Professor Evert Gummesson, Professor of Marketing, University of Stockholm
`Virtually all the recent work on competitiveness and competitive success...confirms that 'it ain't what you do, it's the way that you do it'. In his new pragmatic and practitioner-oriented book Nigel Piercy provides usable insights and advice on how to establish, develop, deliver and sustain long-term customer satisfaction which can be the only guaranteed road to survival and success.'
Professor Michael J Baker, Professor Emeritus of Marketing, University of Strathclyde
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