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Sinopsis
With the use of case studies this book helps the reader go back to basics by confronting critical questions in the organisation of marketing and how the critical processes of marketing, planning and budgeting are managed. A variety of case studies are used to illustrate strategies in practice.
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Críticas
'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, actionable, and a very enjoyable read to boot. I shall definitely be recommending it to as many people as possible. It will make an enormous contribution to marketing practice.'
Professor Malcolm McDonald, Professor of Marketing Planning, Cranfield School of Management
'British business has been in search of the customer-driven organization for three decades. This book is an important step forward in the pursuit of this elusive goal...There are no quick-fixes in the world of market-led change. This practical book helps lay out a way forward for the manager caught up in the politics of delivering success to his organization.'
David M Battye, Associate Director, Harbridge House Consulting Group
'There are too many books on marketing theory and too few on how to change the culture of a company to make it market responsive. Nigel Piercy's book is pragmatic and has the whiff of battle and the real world about it.'
Sir John Harvey-Jones, former Chairman, ICI plc
'Essentially management is about change and, for commercial undertaking, very much about the change necessary to secure and grow markets. Professor Piercy's book Market-Led Strategic Change both teaches and reminds us what it takes to develop and deliver that business essential, the marketing plan....I very much enjoyed reading the book and I am happy to admit that I learned from it.'
Sir Graham Day, former Chairman, British Aerospace
Reseña del editor
'..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
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Market-Led Strategic Change: Transforming the process of going to market (Cim Professional)
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A Butterworth-Heinemann Title, 2000
ISBN 10: 075064382X
ISBN 13: 9780750643825
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Paperback. Condición: Used; Good. Dispatched, from the UK, within 48 hours of ordering. This book is in good condition but will show signs of previous ownership. Please expect some creasing to the spine and/or minor damage to the cover. Nº de ref. del artículo: CHL3856504
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Market-Led Strategic Change: Transforming the process of going to market (Cim Professional)
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Paperback. Condición: Very Good. Market-Led Strategic Change: Transforming the process of going to market (Cim Professional) This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Nº de ref. del artículo: 7719-9780750643825
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Market-Led Strategic Change: Transforming the process of going to market (Cim Professional)
Librería: Bahamut Media, Reading, Reino Unido
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Paperback. Condición: Very Good. This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Nº de ref. del artículo: 6545-9780750643825
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Market-Led Strategic Change: Transforming the Process of Going to Market (Second Edition)
Publicado por
Butterworth-Heinemann, 2000
ISBN 10: 075064382X
ISBN 13: 9780750643825
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Condición: Fair. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In fair condition, suitable as a study copy. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,1150grams, ISBN:9780750643825. Nº de ref. del artículo: 9431335
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Market-Led Strategic Change: Transforming the Process of Going to Market
Publicado por
Butterworth-Heinemann, 2001
ISBN 10: 075064382X
ISBN 13: 9780750643825
Antiguo o usado
Tapa blanda
Librería: Anybook.com, Lincoln, Reino Unido
Calificación del vendedor: 5 de 5 estrellas
Condición: Fair. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In fair condition, suitable as a study copy. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,1100grams, ISBN:9780750643825. Nº de ref. del artículo: 9607445
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Market-Led Strategic Change, Second Edition: Transforming the process of going to market
Publicado por
Butterworth-Heinemann, 2000
ISBN 10: 075064382X
ISBN 13: 9780750643825
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Softcover. Condición: Très bon. Ancien livre de bibliothèque avec équipements. Edition 2000. Ammareal reverse jusqu'à 15% du prix net de cet article à des organisations caritatives. ENGLISH DESCRIPTION Book Condition: Used, Very good. Former library book. Edition 2000. Ammareal gives back up to 15% of this item's net price to charity organizations. Nº de ref. del artículo: G-466-522
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Market-led strategic change. Transforming the process of going to market - Nigel Piercy
Librería: ChouetteCoop, Kervignac, Francia
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Condición: Used: Good. Occasion - Bon Etat - Market-led strategic change. Transforming the process of going to market (1999) - Grand Format. Nº de ref. del artículo: 3101102
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