Creating Customer Value Through Strategic Marketing Planning

A Management Approach

AvEdwin J. Nijssen,Ruud T. Frambach

Häftad, Engelska, 2010

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Beskrivning

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.

Produktinformation

Utgivningsdatum:2010-12-03
Mått:170 x 244 x 9 mm
Vikt:238 g
Format:Häftad
Språk:Engelska
Antal sidor:152
Förlag:Springer-Verlag New York Inc.
ISBN:9781441948700

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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.

Innehållsförteckning

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.