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基本説明
With a central focus on customer value and creative strategic thinking, Piercy stresses the goal of totally integrated marketing to deliver superior customer value.
Full Description
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 implementationAt 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
Contents
PART IMarketing; Chapter 2. The Customer is always right-handed; Chapter 3. New marketing meets old marketing; Chapter 4. Value-based marketing strategy; Case 1 Tata, But Definitely Not Goodbye; Case 2 Strangling the Fat Lady at EMI; Case 3 The Clouds Raining on the Computer Business; PART II: DEVELOPING A VALUE-BASED MARKETING STRATEGY; Chapter 5. Strategic thinking; Chapter 6. Market sensing and learning strategy; Chapter 7. Strategic market choices and targets; Chapter 8. Customer value strategy and positioning; Chapter 9. Strategic Relationships and networks; Case 4 Big Blue Gets Transparent; Case 5 Oh, the Tangled Web They Weave at BAA; Case 6 The Wild, Wild Rover; PART III. PROCESSES FOR MANAGING STRATEGIC TRANSFORMATION; Chapter 10. Strategic Gaps; Chapter 11. Organization and processes for change; Chapter 12. Implementation process; Case 7 Tesco - Fresh & Queasy in the USA; Case 8 When the Peddle Hits the Mittall; Case 8 One-Laptop-Per-Child Stirs Up the Grown-Ups
