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

Previous edition: 1997.

Includes index.

Published in association with the Chartered Institute of Marketing.

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.