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Item Details
| Title:
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MARKET-LED STRATEGIC CHANGE
TRANSFORMING THE PROCESS OF GOING TO MARKET |
| By: |
Nigel F. Piercy |
| Format: |
Hardback |
| List price:
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£39.99 |
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We currently do not stock this item, please contact the publisher directly for
further information.
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| ISBN 10: |
1856175049 |
| ISBN 13: |
9781856175043 |
| Publisher: |
TAYLOR & FRANCIS LTD |
| Pub. date: |
25 September, 2008 |
| Edition: |
4th Revised edition |
| Pages: |
572 |
| Description: |
A guide to the demands and challenges of strategic marketing in the 21st century. It discusses the issues companies face in going to market effectively and profitably, including: corporate social responsibility; marketing under siege; and, dominant customers. |
| Synopsis: |
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 |
| Illustrations: |
Illustrated |
| Publication: |
UK |
| Imprint: |
Butterworth-Heinemann Ltd |
| Returns: |
Returnable |
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