Routledge Market-Led Strategic Change: Transforming the process of going to market

Market-Led Strategic Change, 5th 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. Review 'As ever, Market-Led Strategic Change is intelligent, witty, though-provoking and what’s more a damn good read! Whether you’re a hardened old marketer or a fresh-faced student, this book will change the way you think about making stuff happen!' - Professor Lloyd C. Harris, Head of Department, Professor of Marketing, University of Birmingham, UKPraise for the fourth edition‘Much is known about good marketing practice, but little is known about how to transform a company into a first-rate marketing company. Nigel Piercy has provided the best guide I've seen to creating a market-led company -- replete with worksheets, diagnostics, and many convincing illustrative cases ... a very useful and readable book that will make a contribution to many companies that manage to read it and act on it.’ - Philip Kotler, S.C. Johnson & Son Professor of International Marketing, Northwestern University, USA‘Professor Piercy lives up to his promise to provide management with a number of tools and techniques to help implement marketing effectively in their own companies so that customer considerations and satisfaction are put at the top of the management agenda. A very practical manual, full of good useful advice ... I enjoyed reading it.’ - John O'Shaugnessy, Professor Emeritus of Business, Columbia University, USA‘It is not just the chapter titles which are provocative. The more closely one reads the contents of the individual chapters, it becomes apparent that they constitute a healthy mix of foundation material (informative), well-reasoned questioning of certain heretofore unchallenged assumptions and practices (provocative), and clear directions to managers as to how the content of the individual chapters can be put to use in organizations (instructive) ... I was looking for new insights, needless to say I was not disappointed ... an outstanding contribution.’ - P. Rajan Varadarajan, Distinguished Professor of Marketing and Ford Chair in Marketing and E-Commerce, Texas A&M University, USA‘This is a marvellous, thought-provoking book on how to cultivate and implement a customer-focused strategy within a company. In a time when many marketing texts seem depressingly similar, this book is different and that is very much to the good … No reader will walk away from this book without substantial new ideas on making customer-focused marketing work. On that basis, I think it is a book that should be on the she