Market-Led Strategic Change: Transforming the Process of Going to Market

Nigel Piercy’s Market-Led Strategic Change has long been the text of choice for lecturers and executives who want an insightful, witty, provocative alternative to by-numbers guides to strategic marketing.

This much-anticipated fifth edition has been carefully updated, now with Piercy’s unique and clear-sighted views on the latest developments in marketing strategy:

• Digital marketing and social media

• Marketing strategy in challenging times: growth in a shrinking market

• The centrality of branding

• The importance of viral marketing

• Pricing

Piercy’s novel take is supported throughout with new, topical examples of the kind that makes this book so popular with students and practitioners. It also includes brand new case studies from globally recognised companies. Lecturers are assisted with a newly expanded collection of support materials including links to videos, PowerPoint slides for each chapter, case studies from previous editions and suggested frameworks for using the case studies in teaching.

If you’re an an ambitious student or practitioner: whether you are new to stategic change through marketing or just want a different view, this is the book for you. Lecturers teaching strategic marketing: this funny, thought-provoking but always practical textbook is a sure way to get your students thinking and enthused.