Market-led strategic change, second edition : transforming the process of going to market / Nigel F. Piercy.
Series: Marketing ser: Publisher: [S.l.] : Butterworth-Heinemann, 1998Edition: 2nd edDescription: 480 pISBN: 0750632852; 9780750632850DDC classification: 380 Online resources: Amazon.com | Amazon customer reviews Summary: '..the best guide I've seen to creating a market-led company.' Professor Philip Kotler, S C Johnson & Son Distinguished Professor of International Marketing, Northwestern University, USA The second edition of Market-Led Strategic Change builds on the massive success of the first edition, popular with lecturers and students alike, presenting an innovative approach to solving an old problem: making marketing happen! This book will help you get back to basics. You will confront critical questions in the organization of marketing, understanding the nature of the marketplace, how the critical processes of marketing planning and budgeting are managed, and the crucial element of ensuring commitment where it matters most. A wealth of case studies are included showing how marketing strategy is carried out in practice. Includes new chapter on the link between market strategy and the sales organization One of the few books that tackles marketing implementation Includes 12 new, previously unpublished case studies showing how marketing is done.| Item type | Current location | Home library | Call number | Status | Date due | Barcode | Item holds |
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Central Library (CL) | Central Library (CL) | 658.8 PIE (Browse shelf) | Available | NBS1226 |
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| 658.8 PET A preface to marketing management / | 658.8 PET Marketing management : knowledge and skills / | 658.8 PHI Understanding customers 98/99, fourth edition / | 658.8 PIE Market-led strategic change, second edition : | 658.8 PRA 2012 Marketing Management | 658.8 PRI Marketing | 658.8 PRI Marketing |
Paperback.
'..the best guide I've seen to creating a market-led company.' Professor Philip Kotler, S C Johnson & Son Distinguished Professor of International Marketing, Northwestern University, USA The second edition of Market-Led Strategic Change builds on the massive success of the first edition, popular with lecturers and students alike, presenting an innovative approach to solving an old problem: making marketing happen! This book will help you get back to basics. You will confront critical questions in the organization of marketing, understanding the nature of the marketplace, how the critical processes of marketing planning and budgeting are managed, and the crucial element of ensuring commitment where it matters most. A wealth of case studies are included showing how marketing strategy is carried out in practice. Includes new chapter on the link between market strategy and the sales organization One of the few books that tackles marketing implementation Includes 12 new, previously unpublished case studies showing how marketing is done.
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