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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