Market-Led Strategic Change: Transforming the Process of Going to Market

The fourth edition of Market-Led Strategic Change builds on the massive success of the previous three editions, popular with practitioners, students and lecturers alike, presenting an innovative approach to solving an old problem: making marketing happen! In his witty and direct style, Nigel Piercy has radically updated this seminal text, to take into account the most recent developments in the field. With a central focus on customer value and creative strategic thinking, he stresses the goal of totally integrated marketing to deliver superior customer value. "Reality Checks" throughout the text challenge the reader to be realistic and pragmatic, whilst in-depth case studies graphically illustrate the lessons learned from global firms. 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.
There is a Tutor Resource pack available to lecturers who adopt this text. Accredited lecturers can request access to download this material by going to www.textbooks.elsevier.com to request access.