The programme covers the complete customer value creation cycle from market intelligence to the selection of markets and customers, through to the actual value delivery. The programme covers the key analytical tools necessary to manage the entire cycle and to make sound decisions at each stage. The programme sharpens participants' awareness of the differences between value creation cycles that respond to easily visible needs and those which address latent needs and thereby create new customers and markets. The role of services is emphasised. Shareholder value is essential.
Shareholder value oriented management goes beyond profit to focus on cash flows.
The programme addresses the implications for marketing planning and decision-making of the heightened concern with shareholder value. The driving forces for international marketing are addressed. These include the changing conditions for Euromarketing and global marketing and the transnational marketing organisation. The case studies cover Europe, North America and Asia.