Market-Led Strategic Change, Transforming the Process of Going to Market

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 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.

Tutor Resource pack available at www.textbooks.elsevier.com



Readership
Marketing practitioners; Professional students on MBA courses studying marketing strategy and change management; CIM Diploma students.

Quotes
‘This is a marvellous, thought-provoking book on how to cultivate and implement a customer-focused strategy within a company…it is a book that should be on the shelf of every person seriously concerned with market strategy.’ Professor Bruce H. Clark, Northeastern University ‘Refreshing in its candor, stimulating in its arguments, practical in its applicability, Professor Piercy is to be congratulated. Buy it!’ Professor James M. Hulbert, R. C. Kopf Professor Emeritus, Columbia Business School, and Visiting Professor, Guanghua School of Management, Peking University 'It is creative, original, punchy, practical, challenging, thought-provoking, actionable, and a very enjoyable read to boot. I shall definitely be recommending it to as many people as possible. It will make an enormous contribution to marketing practice.' Professor Malcolm McDonald, Emeritus Professor at Cranfield School of Management and formerly Marketing Director of Canada Dry.

Contents
PART I: THE IMPACT OF CUSTOMER VALUE IMPERATIVES;
Chapter 1. New Marketing;
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

Author Information
By Nigel F. Piercy, Professor of Marketing and Strategy, Warwick Business School, University of Warwick.