Market-led strategic change: transforming the process of going to market

New cover Includes chapter on the link between market strategy and the sales organization Includes 12 case studies showing how marketing is done Includes worksheets for segmenting markets, making market choices, analysing market mission, developing market sensing, evaluating sales operations and new diagnostics'. the best guide I've seen to creating a market-led company.'Professor Philip Kotler, S C Johnson & Son Distinguished Professor of International Marketing, Northwestern University, USA. The second edition of Market-Led Strategic Change builds on the massive success of the first edition, popular with lecturersand students alike, presenting an innovative approach to solving an old problem: making marketing happen!. This book will help you get back to basics. You will confront critical questions in the organization of marketing, understanding the nature of the marketplace, how the critical processes of marketing planning and budgeting are managed, and the crucial element of ensuring commitmentwhere it matters most. A wealth of case studies are included showing how marketing strategy is carried out in practice. INDICE: Preface The customer imperative - Whatever happened to marketing? Managing customer satisfaction Achieving customer focus Case studies: Avis Europe Ltd, Cigna Employee Benefits, Ford Cellular Systems What going to market is about: defining the strategic pathway - Market strategy: the market Market strategy: the value proposition Market strategy: the key relationships Planningmarketing Case studies: Allied Dunbar plc, IBM (UK) Ltd, Virgin The real issues to manage in going to market - Marketing programmes and actions Organization and marketing Information and intelligence for marketing Marketing planning process Budgeting for marketing Managing the sales organization Case studies: Daewoo Cars, Trolleywars, British Airways Making market strategy happen - Implementing market strategies and the role of strategic internal marketing An agenda for market-led strategic change Case studies: Lion Machines Ltd, The OPUS Partnership: Otis plc and Nokia Mobile Phones, Swallow Stores Ltd Index.

• ISBN: 978-1-85617-504-3
• Editorial: Butterworth-Heinemann
• Encuadernacion: Rústica
• Páginas: 552
• Fecha Publicación: 01/09/2008
• Nº Volúmenes: 1
• Idioma: Inglés