Preface to the third edition

About the author

What readers said about Market-Led Strategic Change

PART I. THE CUSTOMER VALUE IMPERATIVE

New marketing: The renaissance of the marketplace

The customer conundrum: Service, servility satisfaction, and then what?

The revolution in market demands: From transactions to brands to relationships to value

Case Studies Case 1. Huntingdon Life Sciences

Case 2. Avis Europe Ltd.

Case 3. Barclays Bank

PART II. NEW MILLENNIUM: NEW REALITIES

.com The e-volution of e-verything into e-business: The e-ra of e-market-led strategic change

Total integration: Processes and teams take over from departments

Strategy and creativity: Strategizing and reinventing

Case Studies Case 4. Priceline.com

Case 5. Dyson Appliances

PART III. 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 a strategy to a plan?

PART IV. THE REAL ISSUES TO MANAGE IN TRANSFORMING THE PROCESS OF GOING TO MARKET

Marketing programmes and actions: But do we ever think our marketing through?

Marketing planning and budgeting processes: How do we create plans with `ownership' and get the resources we need to make things happen?

Implementing market strategies: The role of strategic internal marketing

Case Study Case 6. Trolleywars

Index