Market-Led Strategic Change: Transforming the Process of Going to Market

ISBN-13: 9780415834278 / Angielski / Miękka / 2016 / 584 str.

Nigel F. Piercy

Opis

Market-Led Strategic Change, 5^th edition, has been fully revised and updated to reflect the realities of 21st century business and the practical issues for managers in the process of going to market. The world of business has changed dramatically, with a more complex environment, more demanding customers and radical new ways of going to market. This textbook develops a value-based strategy examining the roles of market sensing, customer value, organizational change and digital marketing in the implementation of strategy. This much-anticipated new edition has been carefully updated, now with Nigel Piercy s unique and clear-sighted views on the latest developments in marketing strategy, retaining Piercy s insightful, witty and provocative style. The text is supported throughout with brand new case studies from globally recognised companies such as Uber and Volkswagen, and covering topical issues such as the legalisation of marijuana and reinventing the healthcare business. Lecturers are assisted with a newly expanded collection of support materials including PowerPoint slides for each chapter, suggested frameworks for using the case studies in teaching, and case studies from previous editions. If you're an ambitious marketing student or practitioner, whether you are new to strategic change through marketing or just want a different view, this is the book for you. Lecturers will find this engaging, funny, thought-provoking but always practical textbook is a sure way to get your students thinking and enthused."

Spis treści

Part I: Everything has Changed, but Everything is the Same...  1. A Map for Market-Led Strategic Change: Using the Model Without Getting Lost!  2. The Changing World: The New and Harsh Realities we all Face  3. The Customer is Always Right, Except When They Are Wrong: Customer Satisfaction, Customer Sophistication and Market Change  4. The Evolution of Marketing for a Changing World: New Ideas Win  Part I: End of Part Cases  Case 1. The Price of Oil: Black Gold or can Someone Find Somewhere to Store the Filthy Stuff?  Case 2. Marijuana: Is the World Going to Pot or What?  Case 3. Business and the Global Obesity Epidemic: Who Made us Fat?  Case 4. Privacy: The New Product for the 21st Century  Part II: Developing Value-Based Strategy  5. Value-Based Strategy: Strategic Thinking and Thinking Strategically About Value  6. Market Sensing and Learning Strategy: Competitive Strength Through Knowing More  7. Strategic Market Choices and Innovation: Where to Compete, Where not to, and What's New  8. Customer Value Strategy and Positioning: What Have You Got to Offer, How Does it Make You Different to the Rest?  9. Strategic Relationships and Networks: Building the Infrastructure to Deliver the Strategy  10. Strategic Customer Relationships: The Special Case in Relationship Strategy  Part II: End of Part Cases  Case 5. Uber: A Revolution in Personal Transport or a Death Trap?  Case 6. Volkswagen and Emissions: Hoakwagen Sent to the Naughty Step  Case 7. Music: We Built this City on Rock 'N' Roll, But Where's the Money Now?  Case 8. Reinventing the Healthcare Business: An Apple a Day Keeps the Doctor Away, But only if You Throw it Very Hard Indeed  Part III: Processes for Managing Strategic Transformation  11. Strategic Gaps: The Difference Between What We Want and What We Have Got  12. Organization and Processes for Change: Building the Infrastructure to Make It Happen  13. Implementation Process and Internal Marketing: Making it Happen  14. An Agenda for Market-Led Strategic Change: The Last Chapter that No-One Reads  Part III: End of Part Cases  Case 9. Alibaba: Amazon Plus E-Bay Plus Some  Case 10. Facebook: Ok Mark, Very Clever, But Where's the Money?  Case 11. The Continuing Dilemma For Marks And Spencer: And no Jokes About "Has Marks Lost its Sparks"!  Case 12. Counter-Implementation Strategy: The Anatomy of Hate and the Tactics of the Gutter

O autorze

Nigel F. Piercy BA, MA, PhD, DLitt, FCIM was previously Associate Dean and Professor of Marketing and Strategy at Warwick Business School, having earlier held a chair in strategic marketing at Cranfield School of Management. Before Cranfield and Warwick, he held the Sir Julian Hodge Chair in Marketing and Strategy at Cardiff Business School.