Creating Customer Value Through Strategic Marketing Planning: A Management Approach

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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. This book discusses an approach that is both hands-on and embedded in marketing and strategy theory. It combines brief discussions of the underlying theory with the presentation of a selection of strategic marketing tools and guides the reader through the process of writing a strategic marketing plan, offering suggestions for using the tools help to apply them successfully.