Marketing Bundle: Market-Led Strategic Change, Third Edition (Chartered Institute of Marketing)

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, and 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.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 profound impact of electronic business on customer relationships· managing processes like planning and budgeting to achieve effective implementationAt 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.

'..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 chapter on the link between market strategy and the sales organization Includes 12 case studies showing how marketing is done Includes worksheets for segmenting markets, making market choices, analysing market mission, developing market sensing, evaluating sales operations and new diagnostics

Audience: Marketing practitioners; CIM Diploma students; BA business studies final year; MBA students studying marketing strategy/change management.

"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, and 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. 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 profound impact of electronic business on customer relationships; managing processes like planning and budgeting to achieve effective implementation."--Jacket The author has updated this text to take into account the most recent developments in the field. He now fully evaluates the impact of new technology on contemporary sales and marketing thought, and employs a range of new case studies to give his analysis a consistently practical context