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

Abstract

Part one - the customer value imperative New marketing The customer conundrum The revolution in market demands Case studies (Huntingdon Life Sciences, Avis Europe Ltd, Barclays Bank) Part two - new millennium: new realities The e-volution of e-verything into e-business Total integration Strategy and creativity Case studies (Priceline.com, Dyson Appliances) Part three - what going to market is about: defining the strategic pathway Market strategy: customer focus and market sensing Market strategy: market choices Market strategy: the value proposition Market strategy: key relationships Planning marketing: what do we need to do to get from strategy to a plan? Part four - the real issues to manage in transforming the process of going to market Marketing Programmes and Actions Marketing planning and budgeting processes Implementing market strategies Case study (Trolleywars: the next generation)

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