Market-led Strategic Change

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"In his witty and direct style, Nigel Piercy has radically updated this seminal text, popular with managers, students, and lecturers alike, to take into account the most recent developments in the field. With a central focus on customer value and creative strategic thinking, he fully evaluates the impact of electronic business on marketing and sales strategy, and stresses the goal of totally integrated marketing to deliver superior customer value. "Reality Checks" throughout the text challenge the reader to be realistic and pragmatic. 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 profound impact of electronic business on customer relationships; managing processes like planning and budgeting to achieve effective implementation."--Jacket