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Market-led strategic change.

Author: Nigel Piercy
Publisher: Thorsons, 1991.
Edition/Format:   Print book : EnglishView all editions and formats

Provides a number of practical tools for evaluating the marketing performance of organizations and, as a result, identifying how to improve performance. The book stresses the importance of the  Read more...


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Additional Physical Format: Online version:
Piercy, Nigel.
Market-led strategic change.
Thorsons, 1991
Document Type: Book
All Authors / Contributors: Nigel Piercy
ISBN: 0722525443 9780722525449
OCLC Number: 22887938
Description: [400] pages
Contents: Part 1 The marketing potential for organizations: is there anything left to say about marketing; managing customer satisfaction - do we really care about creating long-term customer satisfaction? Part 2 What doing marketing is about - marketing strategies and programmes of action: marketing strategies - do we know what we want our marketing to do?; marketing programmes, plans and actions - but do we ever think our marketing through? Part 3 The real issues in managing marketing: organization for marketing - do we organize to make it happen - or don't we?; information for marketing - do we know what we know, and who decides what we need to know?; planning for marketing - how do we create the "ownership" of marketing strategies to make them happen?; budgeting for marketing - how do we resource marketing to make it happen? Part 4 Making marketing happen: implementing marketing - why not look at what we can do, before we decide what we are going to do?; market-led strategic change - do we need internal and external marketing strategies?; agendas for creating and implementing marketing strategies - what are our real marketing problems?; action planning - what do we do now?


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