Nigel Piercy Livres

"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

Principles of Marketing, Third European Edition provides an introduction to modern marketing. Recognising the increasing significance of globalisation and e-business, John Saunders and Veronica Wong have dealt with Europe in a global marketing context. Illustrative examples and case studies are drawn from across Europe and around the world.

The second edition of Marketing Strategy and Competitive Positioning extends the scope of the original to include a number of new topics in marketing strategy. The main thrust of the text remains competitive positioning, but the content has now been broadened to cover other aspects of competitive marketing strategy. New chapters include detailed treatment of the role of strategic alliances and networks in the development of marketing strategies, forecasting methods and techniques, competing through superior service and innovation, and the role of internal marketing in achieving competitive success. A new final chapter examines trends in marketing at the turn of the decade and suggests marketing strategy and positioning guidelines for the twenty-first century. *Expanded scope to include cover of other aspects of competitive marketing strategy. *Topical coverage of building and sustaining a competitive position in the market place.

A good marketing information system is an essential ingredient of all successful marketing. This book provides a comprehensive introduction to this key subject. This book not only covers market research techniques but also shows how research techniques should fit into a broader market information system which is skilfully and intelligently designed to suit the particular corporate context.

The authors argue that marketing has lost its way and that companies cannot win in today's highly competitive markets by leaving marketing up to the marketing department. They assert that the new marketplace demands integration of the firm's entire capabilities into a system which delivers exemplary customer satisfaction. Integrating marketing is imperative, from the top down and with every major function: finance, operations, sales, R&D, customer service and HR. Only by creating Total Integrated Marketing, they say, which ensures that everyone in the organization has one paramount goal to get and keep customers, can success be achieved. They provide marketing tips and innovations that readers can adapt to their own businesses and revealing cases which lift the lid on good and bad practice around the world.