Nigel Piercy Libros

Focusing on an organizational perspective, the book challenges traditional theories of resource allocation in marketing. It emphasizes the significance of structure and processes over mere budgeting techniques. By analyzing marketing organizations through the lens of power and politics, it presents a novel approach that views market budgets as products of political dynamics within organizations. This fresh take offers insights into how marketing strategies are shaped by internal influences, making it a vital read for those interested in the intersection of marketing and organizational behavior.

"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.

Focusing on marketing planning rather than the mechanics of export practice, this book provides management students and professionals with fresh insights into exporting strategies. It critically evaluates the common strategy of key market concentration, highlighting its weaknesses and supporting evidence flaws. Readers gain a framework for making informed choices in real export situations, considering various company and market factors. The book also examines the competitive landscape of exporting, particularly the balance between price and non-price competition.

Focusing on decision-making processes in marketing, this book provides insights tailored for MBA students and professionals preparing for marketing qualifications. It explores the significance of organizational structures in marketing strategies and delves into various analytical frameworks. By examining real-world applications and case studies, the text aims to equip readers with the necessary tools to navigate complex marketing challenges effectively.

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.