Creating Customer Value Through Strategic Marketing Planning A Manag
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 th
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Creating Customer Value Through Strategie Marketing Planning A Management Approach
by
Edwin J. Nijssen Nijmegen School of Management, The Netherlands
and
Ruud T. Frambach Free University Amsterdam, The Netherlands
Springer Science+Business Media, LLC
A C.I.P. Catalogue record for this book is available from the Library of Congress.
ISBN 978-1-4419-4870-0 ISBN 978-1-4757-3277-1 (eBook) DOI 10.1007/978-1-4757-3277-1
Printed on acid-free paper
All Rights Reserved © 2001 Springer Science+Business Media New York Originally published by Kluwer Academic Publishers, Boston in 2001 Softcover reprint ofthe hardcover 1st edition 2001 No part of the material protected by this copyright notice may be reproduced or utilized in any form or by any means, e1ectronic or mechanical, incIuding photocopying, recording or by any information storage and retrieval system, without written permission from the copyright owner.
PREFACE Today's commercial environment IS rapidly changing. Globalization, the Internet and shortening Technology ,md Product Life Cycles are some of the things that come to mind. Customers seem Iess predictable and more critical than ever. They are looking for individual solutions and unique customer value. Consequently, understanding how to create and deli ver superior customer value is essential for organizations to operate successfully in today's competitive environment. Whether your company is profit or not-for-profit, a service provider or manufacturer, a wholesaler or retailer, a business-to-consumer or business-to-business value creation is the name of the game. The key to achieving sustainable competitive advantage for virtually any organization is the ability to provide customers with an offering that is perceived to be valuable and unique. It requires a profound understanding of the value creation opportunities in the marketplace, choosing what value to create for which customers, and to deli ver that value in an effeetive and effieient way. Strategie marketing management helps management to exeeute this proeess sueeessfully. This book diseusses how to write a strategie marketing plan and uses an approach that is both hands-on and embedded in marketing strategy theory. The book guides the reader through the proeess of writing a strategie marketing plan. lt is distinet from any other marketing strategy text that we know in that it briefly outlines the relevant and latest marketing strategie theory per ehapter, assurne that the reader is already familiar with the topie and the basic literature. Next, it diseusses a range of strategie marketing management tools available per phase of the strategy formulation proeess. We present a seleetion of proven, eomplementary tools and discuss how they are best applied. We address and elaborate on the problems that frequently emerge when using these tools and provide practical guidelines. This approach is followed for
eaeh chapter providing the book with a clcar and eonsistent overall structure across ehapters. The book is suitable for two purposes. First it
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