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Author: Edwin J. Nijssen Publisher: Springer Science & Business Media ISBN: 1475732775 Category : Business & Economics Languages : en Pages : 148
Book Description
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.
Author: Edwin J. Nijssen Publisher: Springer Science & Business Media ISBN: 1475732775 Category : Business & Economics Languages : en Pages : 148
Book Description
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.
Author: J. Nicholas DeBonis Publisher: McGraw Hill Professional ISBN: 007141682X Category : Business & Economics Languages : en Pages : 266
Book Description
To be successful in today’s marketplace, a company must integrate its traditional business functions to provide superior value to targeted customers. This means creating an offering that echoes in the customers’ consciousness as a great deal for them. Why? Because the value provided serves customers best interests. In so doing, a business succeeds, attracts new customers, and is able to continually improve the value offered to existing customers. Value Based Marketing for Bottom Line Success provides a 5-step model and critical tools necessary for creating and managing a successful Value Delivery marketing strategy. Customers buy value, not product or features. They buy from the company that provides the most value. And they buy what’s in their best interest. Consequently, the secret to customer retention and growing value relationships with customers is to always make it in their best interest to do business with you by providing the best value in the marketplace. Value Based Marketing for Bottom Line Success: 5 Steps to Creating Competitive Value offers a Value Creation and Delivery process which will help a company to compete profitably in its marketplace by: 1) identifying the value expectations of target customers; 2) selecting the values on which it wants to compete; 3) analyzing the ability within the organization to deliver that value; 4) communicating the value & selling the value message; 5) delivering the value promised & improving the company’s value model. A value-focused strategy, by definition, isn’t a mass marketing strategy; it’s a targeted laser strategy directed at chosen value segments that are profitable for the supplier. This text offers a customer value creation model, which shows how to create and sustain competitive advantage while delivering customer value and offers a method for quantifying customer lifetime value (CLV), which enables a company to identify which customer value segments it should target.
Author: Alexander Chernev Publisher: Cerebellum Press ISBN: Category : Business & Economics Languages : en Pages : 52
Book Description
The success of an offering is defined by the company’s ability to design, communicate, and deliver market value. The particular way in which an offering creates value is determined by the company’s business model and its two building blocks: strategy and tactics. The key aspects of developing an offering’s strategy, designing its tactics, and crafting a market value map are the focus of this note. The discussion of marketing strategy and tactics is complemented by an in-depth overview of two additional topics: the 3-C, 4-P, and 5-Forces frameworks and the key aspects of analyzing the market context. This note is an excerpt (Chapter 2) from Strategic Marketing Management: Theory and Practice by Alexander Chernev (Cerebellum Press, 2019).
Author: Bradley Gale Publisher: Simon and Schuster ISBN: 0029110459 Category : Business & Economics Languages : en Pages : 458
Book Description
Argues that companies that offer what their customers consider superior quality products and services will be most successful, and provides advice on reaching that end
Author: Jose Palomino Publisher: Cody Rock Press (G2m Group, Incorporated) ISBN: 9780981912622 Category : Languages : en Pages : 228
Book Description
The Strategic Marketing Planning Workbook is exactly what it sounds like. It gives you the knowledge and critical questions (and space for your answers) that you need to plan and carry out a powerful marketing strategy - one that connects the real value you deliver to the needs and wants of your best customers. The Value Prop Method is go-to-market process and methodology for products and services - from "big ticket" sales typical of high-tech business services, to local and retail offerings designed for consumers - developed from the input of nearly 100 businesses over the last ten years. As a complement to the Accelerator(TM) Online Strategic Marketing Planning Platform* and live training**, this workbook shows you how to: Go-to-market faster with a FlightPlan(TM) Define and design your ideal customer Influence and navigate your market Competitor-proof your business Create a killer 'I3' Value Proposition Get a handle on the right price Master your message development and delivery Define and refine your market entry strategy Effectively execute your marketing program * One year of access to Accelerator(TM) Online is included with the purchase of this workbook. To activate your account, forward your order confirmation to [email protected] ** Visit us at http: //www.valueprop.com to learn more about our live training options and other services.
Author: Nigel F. Piercy Publisher: Taylor & Francis ISBN: 1135050244 Category : Business & Economics Languages : en Pages : 584
Book Description
Market-Led Strategic Change, 5th edition, has been fully revised and updated to reflect the realities of 21st century business and the practical issues for managers in the process of going to market. The world of business has changed dramatically, with a more complex environment, more demanding customers and radical new ways of going to market. This textbook develops a value-based strategy examining the roles of market sensing, customer value, organizational change and digital marketing in the implementation of strategy. This much-anticipated new edition has been carefully updated, now with Nigel Piercy’s unique and clear-sighted views on the latest developments in marketing strategy, retaining Piercy’s insightful, witty and provocative style. The text is supported throughout with brand new case studies from globally recognised companies such as Uber and Volkswagen, and covering topical issues such as the legalisation of marijuana and reinventing the healthcare business. Lecturers are assisted with a newly expanded collection of support materials including PowerPoint slides for each chapter, suggested frameworks for using the case studies in teaching, and case studies from previous editions. If you're an ambitious marketing student or practitioner, whether you are new to strategic change through marketing or just want a different view, this is the book for you. Lecturers will find this engaging, funny, thought-provoking but always practical textbook is a sure way to get your students thinking and enthused.
Author: Alexander Chernev Publisher: Cerebellum Press ISBN: Category : Business & Economics Languages : en Pages : 51
Book Description
A company’s future hinges on its ability to develop successful market offerings that create superior value for target customers, the company, and its collaborators. Market success is rarely an accident; it is typically a result of diligent market analysis, planning, and management. To succeed in the market, a company must have a viable business model and an action plan to make this model a reality. The key aspects of the process of marketing planning and management and the G-STIC framework for developing an action plan are the focus of this note. The discussion of marketing planning and management is complemented by an in-depth overview of three additional topics: developing a marketing plan, conducting a marketing audit, and the key project-management frameworks. This note is an excerpt (Chapter 3) from Strategic Marketing Management: Theory and Practice by Alexander Chernev (Cerebellum Press, 2019).
Author: Diane M. Phillips Publisher: SAGE ISBN: 1529783623 Category : Business & Economics Languages : en Pages : 545
Book Description
Marketing Strategy & Management provides students with a thorough step-by-step exploration and grounding in marketing strategy concepts, processes and models. Topics covered include: marketing planning, research and analysis; decision-making; the marketing mix; the management of customer relationships; monitoring/reporting of the strategy; and the crucial role of leadership. The text takes a global perspective that is both sustainability-focused and consumer-centric. Executive insights, head-scratching blunders, and other features provide additional depth and engagement. Examples include: Airbnb, Coca-Cola, Domino’s Pizza, KFC, K-pop, L’Oréal, and Starbucks. For more in-depth application of and practice with strategic decision-making, this book also includes 14 case studies accompanied by detailed teaching notes and answers to case questions, on a range of organizations from PEZ Candies to the Sydney Opera House. Written in a style that is easy-to-read with chapter summaries and questions to test critical thinking, each chapter promotes strategic, diverse, and ethically-minded decision-making by flagging relevant Sustainable Development Goals to passages in the text. This textbook is essential reading for courses covering marketing strategy, strategic marketing, and marketing management at both undergraduate and graduate levels. Diane M. Phillips is Professor of Marketing at Saint Joseph′s University, USA, and Guest Professor at the Institute for Retail Management, University of St. Gallen, Switzerland.
Author: Malcolm McDonald Publisher: John Wiley & Sons ISBN: 0470979097 Category : Business & Economics Languages : en Pages : 513
Book Description
"The marketer is taken step-by-step through the key phases of the marketing planning process and alerted to the barriers that can prevent a service organization being successful in introducing marketing planning. Practical frameworks and techniques are suggested for undertaking the marketing planning process and implementing the principles covered. The authors highlight key misunderstandings about marketing and the nature of services and relationship marketing. "--Publisher.
Author: Edwin J. Nijssen
Author: Edwin J. Nijssen
Author: Edwin J. Nijssen
Author: J. Nicholas DeBonis
Author: Alexander Chernev
Author: Bradley Gale
Author: Jose Palomino
Author: Nigel F. Piercy
Author: Alexander Chernev
Author: Diane M. Phillips
Author: Malcolm McDonald