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Market-led Strategic Change
Nigel Piercy
其他書名
Transforming the Process of Going to Market
出版
Routledge
, 2009
主題
Business & Economics / General
Business & Economics / Marketing / General
Business & Economics / Sales & Selling / Management
Business & Economics / Strategic Planning
Business & Economics / Organizational Behavior
ISBN
1856175049
9781856175043
URL
http://books.google.com.hk/books?id=dcYjgJn_Mx4C&hl=&source=gbs_api
EBook
SAMPLE
註釋
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