Creating Customer Value Through Strategic Marketing Planning
A Management Approach
(Sprache: Englisch)
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...
Leider schon ausverkauft
versandkostenfrei
Buch
139.09 €
- Lastschrift, Kreditkarte, Paypal, Rechnung
- Kostenlose Rücksendung
- Ratenzahlung möglich
Produktdetails
Produktinformationen zu „Creating Customer Value Through Strategic Marketing Planning “
Klappentext zu „Creating Customer Value Through Strategic Marketing Planning “
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.
Inhaltsverzeichnis zu „Creating Customer Value Through Strategic Marketing Planning “
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.
Autoren-Porträt von Edwin J. Nijssen, Ruud T. Frambach
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.
Bibliographische Angaben
- Autoren: Edwin J. Nijssen , Ruud T. Frambach
- 2000, 2001, 152 Seiten, Maße: 16 x 24,1 cm, Gebunden, Englisch
- Verlag: Springer
- ISBN-10: 0792372727
- ISBN-13: 9780792372721
- Erscheinungsdatum: 31.12.2000
Sprache:
Englisch
Kommentar zu "Creating Customer Value Through Strategic Marketing Planning"
0 Gebrauchte Artikel zu „Creating Customer Value Through Strategic Marketing Planning“
Zustand | Preis | Porto | Zahlung | Verkäufer | Rating |
---|
Schreiben Sie einen Kommentar zu "Creating Customer Value Through Strategic Marketing Planning".
Kommentar verfassen