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Novel effectuation-based approach; bridging this new approach with
traditional core marketing concepts, such as targeting/positioning
and marketing mix; Clear structure of chapters with key points,
advice, features and summaries; Third edition fully updated to
include coverage of leveraging big data analysis, further practical
tools, updated references, cases and examples throughout, and
updated online resources
Novel effectuation-based approach; bridging this new approach with
traditional core marketing concepts, such as targeting/positioning
and marketing mix; Clear structure of chapters with key points,
advice, features and summaries; Third edition fully updated to
include coverage of leveraging big data analysis, further practical
tools, updated references, cases and examples throughout, and
updated online resources
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.
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.
How do you sell an innovative product to a market that does not yet
exist? Entrepreneurial businesses often create products and
services based on radically new technology that have the power to
change the marketplace. Existing market research data will be
largely irrelevant in these cases, making sales and marketing of
innovative new products especially challenging to entrepreneurs.
Entrepreneurial Marketing focuses on this challenge. Classic core
marketing concepts, such as segmentation, positioning and the
marketing mix undergo an 'extreme makeover' in the context of
innovative products hitting the market. Edwin J. Nijssen stresses
principles of affordable loss, experimentation and adjustment for
emerging opportunities, as well as cooperation with first
customers. Containing many marketing examples of successful and
cutting edge innovations (including links to websites and videos on
the Internet), useful lists of key issues and instructions on how
to make a one-page marketing plan, Entrepreneurial Marketing: An
Effectual Approach provides a vital guide to successfully
developing customer demand and a market for innovative new
products. This second edition has been thoroughly expanded with: a
one-page marketing plan which now focuses on the three
entrepreneurial challenges that can be easily adapted; coverage of
the customer development process; and updated references and new
examples. This book provides students and entrepreneurs with the
fundamental tools to succeed in marketing.
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