Creating customer value through strategic marketing planning : a management approach /
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| Author / Creator: | Nijssen, E. J. (Edwin Jacob), 1963- |
|---|---|
| Imprint: | Boston : Kluwer Academic Publishers, c2001. |
| Description: | 152 p. : ill. ; 25 cm. |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/4403921 |
Table of Contents:
- Preface
- 1. Introducing Strategic Marketing
- 2. Defining The Strategic Problem
- 3. Identifying Value Creation Opportunities: The External Analysis
- 4. Identifying Organizational Capacity for Value Creation: The Internal Analysis
- 5. Towards Strategic Issues: The SWOT (I) Analysis
- 6. Choosing a Value Positioning: Strategic Objectives, Options and Choice
- 7. Delivering Customer Value: Executing Marketing Strategy
- 8. Organizing for Delivering Customer Value
- References
- Index
