Market-Led Strategic Change [antikvár]

Preface to the second edition So, now it is time for Son of Market-Led Strategic Change - the new, revitalized and improved product - Market-Led Strategic Change II is unleashed on an unsuspecting world! Well, some things have changed and some have not. In the Preface to the first edition of Market-Led Strategic Change, I wrote the following: 'The goal of this book is to provide managers with a number of practical new tools for evaluating the marketing performance of their organizations and, as a result of that evaluation, for identifying how best to improve marketing performance. This goal comes directly from an absolute belief in a number of fundamentals which we should deal with right at the start: • every organization of every kind has customers - even if it is difficult in some cases to decide who they are, that is no excuse for not doing so; • for all organizations the only thing that really matters at the end of the day is not the technology, or company policies, or computer systems, or products, or even the management and employee development programmes, but the long-term satisfaction of customers - this is the only reason for the existence of any organization and the only way it can survive - whether that survival requires volume and profit in the commercial sector, or a different kind of achievement in the 'not-for-profit' sector; • this means that every organization relies on a marketing process to achieve its purposes, but the most important and strategic marketing tasks may be those carried out by chief executives, production executives, accountants, service engineers, human