Market-led strategic change : transforming the process of going to market
著者
書誌事項
Market-led strategic change : transforming the process of going to market
Butterworth-Heinemann, 2009
4th ed
大学図書館所蔵 件 / 全4件
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注記
Includes index
内容説明・目次
内容説明
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
目次
- PART I: THE IMPACT OF CUSTOMER VALUE IMPERATIVES
- Chapter 1. New Marketing
- Chapter 2. The Customer is always right-handed
- Chapter 3. New marketing meets old marketing
- Chapter 4. Value-based marketing strategy
- Case 1 Tata, But Definitely Not Goodbye
- Case 2 Strangling the Fat Lady at EMI
- Case 3 The Clouds Raining on the Computer Business
- PART II: DEVELOPING A VALUE-BASED MARKETING STRATEGY
- Chapter 5. Strategic thinking
- Chapter 6. Market sensing and learning strategy
- Chapter 7. Strategic market choices and targets
- Chapter 8. Customer value strategy and positioning
- Chapter 9. Strategic Relationships and networks
- Case 4 Big Blue Gets Transparent
- Case 5 Oh, the Tangled Web They Weave at BAA
- Case 6 The Wild, Wild Rover
- PART III. PROCESSES FOR MANAGING STRATEGIC TRANSFORMATION
- Chapter 10. Strategic Gaps
- Chapter 11. Organization and processes for change
- Chapter 12. Implementation process
- Case 7 Tesco - Fresh & Queasy in the USA
- Case 8 When the Peddle Hits the Mittall
- Case 8 One-Laptop-Per-Child Stirs Up the Grown-Ups
「Nielsen BookData」 より
