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

'..the best guide I've seen to creating a market-led company.'Professor Philip Kotler, S C Johnson & Son Distinguished Professor of International Marketing, Northwestern University, USAThe second edition of Market-Led Strategic Change builds on the massive success of the first edition, popular with lecturers and students alike, presenting an innovative approach to solving an old problem: making marketing happen! This book will help you get back to basics. You will confront critical questions in the organization of marketing, understanding the nature of the marketplace, how the critical processes of marketing planning and budgeting are managed, and the crucial element of ensuring commitment where it matters most. A wealth of case studies are included showing how marketing strategy is carried out in practice. Includes new chapter on the link between market strategy and the sales organizationOne of the few books that tackles marketing implementationIncludes 12 new, previously unpublished case studies showing how marketing is done