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Table of contents (8 chapters)
Keywords
About this book
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.
Authors and Affiliations
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Bibliographic Information
Book Title: Creating Customer Value Through Strategic Marketing Planning
Book Subtitle: A Management Approach
Authors: Edwin J. Nijssen, Ruud T. Frambach
DOI: https://doi.org/10.1007/978-1-4757-3277-1
Publisher: Springer New York, NY
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eBook Packages: Springer Book Archive
Copyright Information: Springer Science+Business Media New York 2001
Hardcover ISBN: 978-0-7923-7272-1Published: 31 December 2000
Softcover ISBN: 978-1-4419-4870-0Published: 03 December 2010
eBook ISBN: 978-1-4757-3277-1Published: 11 November 2013
Edition Number: 1
Number of Pages: II, 152
Topics: Marketing, Management