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 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.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