Creating Customer Value Through Strategic Marketing Planning: A Management Approach - Couverture rigide

Nijssen, Edwin J.; Frambach, Ruud T.

 
9780792372721: Creating Customer Value Through Strategic Marketing Planning: A Management Approach
Couverture rigide
ISBN 10 : 0792372727 ISBN 13 : 9780792372721
Editeur : Kluwer Academic Publishers, 2000

Synopsis

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.

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À propos de l?auteur

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.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Kluwer Academic Publishers
Date d'édition
2000
Langue
anglais
ISBN 10 
0792372727
ISBN 13 
9780792372721
Reliure
Relié
Nombre de pages
154
Coordonnées du fabricant
non disponible
Personne responsable
non disponible