Market-Led Strategic Change: Transforming the process of going to market

Market-Led Strategic Change, 5th edition, has been fully revised and updated to reflect the realities of 21st century business and the practical issues for managers in the process of going to market.The world of business has changed dramatically, with a more complex environment, more demanding customers and radical new ways of going to market.This textbook develops a value-based strategy examining the roles of market sensing, customer value, organizational change and digital marketing in the implementation of strategy. This much-anticipated new edition has been carefully updated, now with Nigel Piercy’s unique and clear-sighted views on the latest developments in marketing strategy, retaining Piercy’s insightful, witty and provocative style.The text is supported throughout with brand new case studies from globally recognised companies such as Uber and Volkswagen, and covering topical issues such as the legalisation of marijuana and reinventing the healthcare business.Lecturers are assi