Creating customer value through strategic marketing planning
Subtitle: a management approach
By: by Edwin J. Nijssen and Ruud T. Frambach
Contributors: Frambach, Ruud T., 1965-
Publisher: Kluwer Academic Publishers
Published: 2001
Place of publication: Boston
Language: eng
Number of pages: 152
Subjects: Marketing -- Decision making; Marketing -- Management
Description: "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."--BOOK JACKET.
Notes: Includes bibliographical references (p. 147-152) and index