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Market-Led Strategic Change, Second Edition: Transforming the p
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Item specifics
- Condition
- Title
- Market-Led Strategic Change, Second Edition: Transforming the pr
- ISBN
- 9780750632850
- EAN
- 9780750632850
- Series
- Marketing Ser.
- Publication Year
- 1998
- Type
- Textbook
- Format
- Trade Paperback
- Language
- English
- Publication Name
- Market-Led Strategic Change : Transforming the Process of Going to Market
- Item Length
- 9.2in
- Publisher
- Elsevier Science & Technology Books
- Item Width
- 6.1in
- Item Weight
- 34.9 Oz
- Number of Pages
- 480 Pages
About this product
Product Information
Aims to take marketing back to basics. The reader confronts 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 ensuring commitment where it matters.
Product Identifiers
Publisher
Elsevier Science & Technology Books
ISBN-10
0750632852
ISBN-13
9780750632850
eBay Product ID (ePID)
178790
Product Key Features
Publication Name
Market-Led Strategic Change : Transforming the Process of Going to Market
Format
Trade Paperback
Language
English
Series
Marketing Ser.
Publication Year
1998
Type
Textbook
Number of Pages
480 Pages
Dimensions
Item Length
9.2in
Item Width
6.1in
Item Weight
34.9 Oz
Additional Product Features
Lc Classification Number
Hf5415.13.P542 1997
Edition Number
2
Reviews
'Much is known about good marketing practice, but little is known about how to transform a company into a first-rate marketing company. Nigel Piercy has provided the best guide I've seen to creating a market-led company...many convincing illustrative examples... a very useful and readable book.' Professor Philip Kotler, S C Johnson & Son Distinguished Professor of International Marketing, Northwestern University, USA 'Professor Piercy lives up to his promise to provide management with a number of tools and techniques to help implement marketing effectively in their own companies so that customer considerations and satisfaction are put at the top of the management agenda. A very practical manual, full of good useful advice...I enjoyed reading it.' Professor John O'Shaugnessy, Professor of Business, Columbia University, New York 'It is not just the chapter titles which are provocative. The more closely one reads the contents of the individual chapters, it becomes apparent that they constitute a healthy mix of foundation material (informative), well-reasoned questioning of certain heretofore unchallenged assumptions and practices (provocative), and clear directions to managers as to how the content of the individual chapters can be put to use in organizations (instructive)...I was looking for new insights, needless to say I was not disappointed...an outstanding contribution.' Professor P Rajan Varadarajan, Foley's Professor of Marketing, Texas A&M University 'I think it's fantastic! It's well-written...and talks about what needs to be talked about, which is marketing-as-done, rather than marketing-as-conceived. It will make a big impact on the manager who can actually use it.' Professor Thomas V Bonoma, Professor of Business Administration, Harvard Business School 'This book is aimed at the reflective practitioner who wants to get things done. It is a management perspective on marketing, where marketing is not just the Marketing and Sales Department but a way of life that permeates every corner of the company. Market-Led Strategic Change demonstrates the author's ability to combine systematic analysis with practical advice for action. The book is rich in practical examples from the author's own experience and research.' Professor Evert Gummesson, Professor of Marketing, University of Stockholm 'By now everyone knows (or should know) what marketing is and what benefits will accrue to the marketing oriented organization. The problem is not what but how. Virtually all the recent work on competitiveness and competitive success...confirms that 'it ain't what you do, it's the way that you do it'. In his new pragmatic and practitioner-oriented book Nigel Piercy provides usable insights and advice on how to establish, develop, deliver and sustain long-term customer satisfaction which can be the only guaranteed road to survival and success. I will use the book myself both as an educator and a senior manager/company director.' Professor Michael J Baker, Professor of Marketing, University of Strathclyde 'Once in a while comes a book that is clearly a classic. Nigel Piercy writes for managers responsible for designing and implementing profit-effective strategies - that is, all managers. The key is a practical obsession with serving customers, with the creation of long-term customer satisfaction. The ideal of customer-oriented management has long been preached by theoreticians. But in this remarkable book it is now made realistic and actionable. No marketing manager can afford to be without this book. Nor can any non-marketing manager.' Professor Gordon R Foxall, Professor of Consumer Policy, Birmingham Business School 'I have always enjoyed reading what Nigel Piercy has to say about marketing, because he always has something interesting and useful to say. This book is no exception. It is creative, original, punchy, practical, challenging, thought-provoking,
Copyright Date
1997
Target Audience
Scholarly & Professional
Topic
Marketing / General
Lccn
98-135256
Dewey Decimal
658.8
Dewey Edition
21
Illustrated
Yes
Genre
Business & Economics
Item description from the seller
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