附註:Previous edition: 1997.
Published in association with the Chartered Institute of Marketing.
Includes index.
Includes bibliographical references and index.
Market-Led Strategic Change A Guide to Transforming the Process of Going to Market; Copyright; Contents; Preface to the third edition; About the author; What readers said about Market-Led Strategic Change; PART I. THE CUSTOMER VALUE IMPERATIVE; CHAPTER 1 New marketing: The renaissance of the marketplace; CHAPTER 2 The customer conundrum: Service, servility, satisfaction, and then what?; CHAPTER 3 The revolution in market demands: From transactions to brands to relationships to value; Case Studies; Case 1. Huntingdon Life Sciences; Case 2. Avis Europe Ltd.; Case 3. Barclays Bank.
PART II. NEW MILLENNIUM: NEW REALITIESCHAPTER 4.com: The e-volution of e-verything into e-business: The e-ra of e-market-led strategic change; CHAPTER 5 Total integration: Processes and teams take over from departments; CHAPTER 6 Strategy and creativity: Strategizing and reinventing; Case Studies; Case 4. Priceline.com; Case 5. Dyson Appliances; PART III. WHAT GOING TO MARKET IS ABOUT: DEFINING THE STRATEGIC PATHWAY; CHAPTER 7 Market strategy: Customer focus and market sensing; CHAPTER 8 Market strategy: Market choices; CHAPTER 9 Market strategy: The value proposition.
CHAPTER 10 Market strategy: Key relationshipsCHAPTER 11 Planning marketing: What do we need to do to get from a strategy to a plan?; PART IV. THE REAL ISSUES TO MANAGE IN TRANSFORMING THE PROCESS OF GOING TO MARKET; CHAPTER 12 Marketing programmes and actions: But do we ever think our marketing through?; CHAPTER 13 Marketing planning and budgeting processes: How do we create plans with 'ownership' and get the resources we need to make things happen?; CHAPTER 14 Implementing market strategies: The role of strategic internal marketing; Case Study; Case 6. Trolleywars; Index.
摘要:The third edition of Market-Led Strategic Change builds on the massive success of the previous two editions, popular with lecturers and students 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, popular with managers, students, and lecturers alike, to take into account the most recent developments in the field. With a central focus on customer value and creative strategic thinking, he fully evaluates the impact of electronic business on marketing and sales strategy, an.
