商品簡介
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
* 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
