Tales from the Marketplace

ISBN-13: 9780750642651 / Angielski / Miękka / 1999 / 372 str.

Nigel F. Piercy

Opis

Presents an approach to building an understanding of the realities of market-led strategic change in companies. This book offers insights into strategy and marketing through business 'stories' that are contemporary and provocative.

Recenzje

"This book is really just a bunch of stories and examples". Perhaps that accounts for it being such entertaining reading. Piercy is adamant that this is more than simply a book of case studies, and while it could be productively used for study, he is right. Divided into 'Stories of revolution and reinvention' and 'Stories of obsolescence and renewal' the book profiles 14 internationally renowned brands, such as Levi Jeans, Dell Computers, Skoda Cars, Laura Ashley, Enclopaedia Britannica and Kellogg's Cornflakes. Through these examples the author explores a new era of market-based strategy - in which assumptions are continually challenged, and complacency is rewarded with failure. As Piercy astutely points out, the only principle that strategists can rely on is that there are no principals to reply on.

Spis treści

Preface; Stories and strategies; Why a book of stories for managers?; A new era of market-based strategy; Stories of revolution and reinvention - British Airways; Dell Computers; New marketing channels; Reinventing the airline business; Treasure island; BT international; Retail banks; Stories of obsolescence and renewal - M&S; Skoda cars; The Body Shop; Kellogg's cornflakes; Laura Ashley; Boots the chemist; WH Smith and John Menzies; Reflections on the stories - Commentaries; Final thoughts: for now..; Index.

O autorze

Nigel F. Piercy