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Market-led strategic change : transforming the process of going to market / Nigel Piercy.

By: Material type: TextPublication details: Oxford ; Boston : Butterworth-Heinemann, 1997.Edition: 2nd edDescription: xiv, 665 p. : ill. ; 24 cmISBN:
  • 0750632852
ISSN:
  • 9780750632850
Subject(s): LOC classification:
  • HF5415.13 .P542
Contents:
The Customer Imperative -- Whatever happened to marketing? It sort of went away into a corner and sulked -- Managing customer satisfaction: Do we really care about creating long-term customer satisfaction? -- Achieving customer focus: What do we do if we do care? -- Avis Europe Ltd -- CIGNA Employee Benefits -- Ford Cellular Systems -- What Going to Market is About: Defining the Strategic Pathway -- Market strategy: The market--Definition, segmentation and choices -- Market strategy: The value proposition--Market mission, competitive differentiation and marketing assets and brands -- Market strategy: The key relationships--Customers, competitors, collaborators and co-workers -- Planning marketing: What do we need to do to get from strategy to a plan? -- Allied Dunbar -- IBM (UK) -- Virgin -- The Real Issues to Manage in Going to Market -- Marketing programmes and actions: But do we ever think our marketing through? -- Organization for marketing: Do we organize to make it happen, or don't use, and what happens next? -- Information and intelligence for marketing: From market research to market sensing -- Marketing planning process: How do we create plans with 'ownership' to make things happen? -- Budgeting for marketing: How do we resource marketing to make it happen? -- Managing the sales organization: Driving market-led strategy into selling operations -- Daewoo Cars -- Trolley wars -- British Airways -- Making Market Strategy Happen.
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Books Methodist University Library Main General Stacks Reference HF5415.13 .P542 (Browse shelf(Opens below)) Available 12925

The Customer Imperative --
Whatever happened to marketing? It sort of went away into a corner and sulked --
Managing customer satisfaction: Do we really care about creating long-term customer satisfaction? --
Achieving customer focus: What do we do if we do care? --
Avis Europe Ltd --
CIGNA Employee Benefits --
Ford Cellular Systems --
What Going to Market is About: Defining the Strategic Pathway --
Market strategy: The market--Definition, segmentation and choices --
Market strategy: The value proposition--Market mission, competitive differentiation and marketing assets and brands --
Market strategy: The key relationships--Customers, competitors, collaborators and co-workers --
Planning marketing: What do we need to do to get from strategy to a plan? --
Allied Dunbar --
IBM (UK) --
Virgin --
The Real Issues to Manage in Going to Market --
Marketing programmes and actions: But do we ever think our marketing through? --
Organization for marketing: Do we organize to make it happen, or don't use, and what happens next? --
Information and intelligence for marketing: From market research to market sensing --
Marketing planning process: How do we create plans with 'ownership' to make things happen? --
Budgeting for marketing: How do we resource marketing to make it happen? --
Managing the sales organization: Driving market-led strategy into selling operations --
Daewoo Cars --
Trolley wars --
British Airways --
Making Market Strategy Happen.

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