Tales from the Marketplace: Stories of Revolution, Reinvention and Renewal

ISBN-13: 9781138441002 / Angielski / Twarda / 2017

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

Part I Stories and Strategies; Chapter 1 CHAPTER 1 Why a book of stories for managers?; Chapter 2; Part II Stories of Revolution and Reinvention; Chapter 3 CHAPTER 3 British Airways; Chapter 4; Chapter 5 CHAPTER 5 New marketing channels; Chapter 6; Chapter 7; Chapter 8; Chapter 9; Part III Stories of Obsolescence and Renewal; Chapter 10 CHAPTER 10 M& S; Chapter 11; Chapter 12; Chapter 13; Chapter 14; Chapter 15; Chapter 16; Part IV Reflections on the Stories; Chapter 17 CHAPTER 17 Commentaries; Chapter 18 CHAPTER 18 Final thoughts … for now Index;

O autorze

Nigel F. Piercy