Creating Customer Value Through Strategic Marketing Planning: A Management Approach

ISBN-13: 9780792372721 / Angielski / Twarda / 2000 / 152 str.

Edwin J. Nijssen; Ruud T. Frambach

Opis

Creating and delivering superior customer value is essential for organizations operating in today's competitive environment. This applies to virtually any kind of organization. It requires a profound understanding of the value creation opportunities in the marketplace, choosing what unique value to create for which customers, and to deliver that value in an effective and efficient way. Strategic marketing management helps to execute this process successfully and to achieving sustainable competitive advantage in the market place.
Creating Customer Value Through Strategic Marketing Planning discusses an approach that is both hands-on and embedded in marketing and strategy theory. This book is different from most other marketing strategy books because it combines brief discussions of the underlying theory with the presentation of a selection of useful strategic marketing tools. The structure of the book guides the reader through the process of writing a strategic marketing plan. Suggestions for using the tools help to apply them successfully. This book helps students of marketing strategy to understand strategic marketing planning at work and how to use specific tools. Furthermore, it provides managers with a practical framework and guidelines for making the necessary choices to create and sustain competitive advantage for their organizations.

Spis treści

Preface. 1. Introducing Strategic Marketing. 2. Defining The Strategic Problem. 3. Identifying Value Creation Opportunities: The External Analysis. 4. Identifying Organizational Capacity for Value Creation: The Internal Analysis. 5. Towards Strategic Issues: The SWOT (I) Analysis. 6. Choosing a Value Positioning: Strategic Objectives, Options and Choice. 7. Delivering Customer Value: Executing Marketing Strategy. 8. Organizing for Delivering Customer Value. References. Index.

O autorze

Edwin J. Nijssen is Professor of Marketing at Nijmegen School of Management, University of Nijmegen, The Netherlands. He holds a Ph.D. from Tilburg University and has extensive experience in helping companies formulate their strategic marketing plans. Other joint books from Professors Nijssen and Frambach are "Technology and Strategic Management" and "Strategic Marketing in Practice". Ruud T. Frambach is Professor of Marketing at the Free University Amsterdam, The Netherlands.