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; and, 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. This is a radical update of seminal and best selling text, popular with practitioners, students and lecturers alike. Updated cases and improved structure and contents makes for contemporary and vital reading. All new tutor resource pack adds extra support for lecturers, enabling easy use in the classroom.
What readers said about market-led strategic change
Pt. I The Impact of Customer Value Imperatives 1
Ch. 1 New marketing: marketing is dead, long live marketing! 3
Ch. 2 The customer is always right-handed: customer satisfaction, customer sophistication and market granularity 31
Ch. 3 New marketing meets old marketing: new marketing wins! 81
Ch. 4 Value-based marketing strategy 109
End-of-part cases 147
Case 1 Tata, But Definitely Not Goodbye 147
Case 2 Strangling the Fat Lady at EMI? 155
Case 3 The Clouds Raining on the Computer Business 162
Pt. II Developing a Value-Based Marketing Strategy 169
Ch. 5 Strategic thinking and thinking strategically 171
Ch. 6 Market sensing and learning strategy: competitive strength through knowing more 219
Ch. 7 Strategic market choices and targets: where to compete and where not to 267
Ch. 8 Customer value strategy and positioning: what have you got to offer, how does it make you different to the rest? 309
Ch. 9 Strategic relationships and networks: building the infrastructure to deliver the strategy 343
End-of-part cases 377
Case 4 Big Blue Gets Transparent 377
Case 5 Oh, the Tangled Web They Weave at BAA 388
Case 6 The Wild, Wild Rover 402
Pt. III Processes for Managing Strategic Transformation 413
Ch. 10 Strategic gaps: the difference between what we want and what we have got 415
Ch. 11 Organization and processes for change: building the infrastructure to make it happen 431
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