Market-led strategic change : transforming the process of going to market (Book, 1997) []
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Market-led strategic change : transforming the process of going to market

Author: Nigel Piercy
Publisher: Oxford ; Boston : Butterworth-Heinemann, 1997.
Series: Marketing series (London, England)., Professional development.
Edition/Format:   Print book : English : 2nd edView all editions and formats

Aims to take marketing back to basics. The reader confronts critical questions in the organization of marketing: understanding the nature of the marketplace, how the critical processes of marketing  Read more...


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Document Type: Book
All Authors / Contributors: Nigel Piercy
ISBN: 0750632852 9780750632850
OCLC Number: 39007768
Description: xiv, 665 pages : illustrations ; 24 cm.
Contents: The Customer Imperative --
Whatever happened to marketing? It sort of went away into a corner and sulked --
Managing customer satisfaction: Do we really care about creating long-term customer satisfaction? --
Achieving customer focus: What do we do if we do care? --
Avis Europe Ltd --
CIGNA Employee Benefits --
Ford Cellular Systems --
What Going to Market is About: Defining the Strategic Pathway --
Market strategy: The market--Definition, segmentation and choices --
Market strategy: The value proposition--Market mission, competitive differentiation and marketing assets and brands --
Market strategy: The key relationships--Customers, competitors, collaborators and co-workers --
Planning marketing: What do we need to do to get from strategy to a plan? --
Allied Dunbar --
IBM (UK) --
Virgin --
The Real Issues to Manage in Going to Market --
Marketing programmes and actions: But do we ever think our marketing through? --
Organization for marketing: Do we organize to make it happen, or don't use, and what happens next? --
Information and intelligence for marketing: From market research to market sensing --
Marketing planning process: How do we create plans with 'ownership' to make things happen? --
Budgeting for marketing: How do we resource marketing to make it happen? --
Managing the sales organization: Driving market-led strategy into selling operations --
Daewoo Cars --
Trolley wars --
British Airways --
Making Market Strategy Happen.
Series Title: Marketing series (London, England)., Professional development.
Responsibility: Nigel Piercy.
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