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Synopsis
Traditional textbooks on (strategic) marketing are often limited to a theoretical description of how an organisation with competition should operate. "Visionary Marketing" offers a way of thinking and a method by which organisations can effectively improve their competitiveness and maintain a high level of popularity and effectiveness within the industry. The book discusses questions in the strategic domain which are a source of concern to managers and leaders: Do we have an adequate picture of our internal and external environment? How do we know? What is our strategic ambition? Where and how would we have to compete in the future? How can we best evaluate our strategic options? How can we achieve our aim in the future? How can we successfully implement marketing plans? What will the outcome of our strategy in the future for our customers, our shareholders, our employees and other stakeholders? "Visionary Marketing" shakes you awake with the answers to these questions. The manager gets assistances for strategic marketing and solutions to identify and find.
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From the Back Cover
Enhance the competitive strength of your organisation Traditional textbooks on (strategic) marketing limit themselves to a theoretical exposé on how to operate an organization in an imaginary competition. The present text provides a way of thinking and a method with which organizations truly can enhance their competitive strength, and make it sustainable. The book discusses five questions in the strategic domains that cause managers and leaders to lie awake at night: 1. Do we have an adequate understanding of our external and internal environments? How do we compete today? 2. What is our strategic ambition? 3. Where and how should we compete in the future? How do we optimally evaluate our strategic options? 4. How do we get to where we want to be in the future? How can we successfully implement our marketing plans? 5. What will be the return on our strategy in the future? For our customers, our shareholders, our employees, and other stakeholders? We will happily wake them up for the answers to these questions. In particular, there are two groups of readers who can learn to excel in their markets. In the first place, the manager or student receives handles to recognize strategic marketing issues and how to find adequate solutions for these. Second, readers who teach at or advise in common or corporate universities receive an innovative and clear framework with many exercises.
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Seller Image
Visionary Marketing
Published by
Lannoo Publishers (Acc), 2009
ISBN 10: 9020976982
ISBN 13: 9789020976984
Used
Hardcover
Seller: Book Grocer, Tullamarine, VIC, Australia
Seller rating 5 out of 5 stars
Hardback. [Author], [Publisher]. NB: This is a secondhand book in very good condition. See our FAQs for more information. Please note that the jacket image is indicative only. A description of our secondhand books is not always available. Please contact us if you have a question about this title. Author: Rudy K. Moenaert Format: Hardback Number of Pages: 288 This book provides a clear and innovative frame of reference of the business and marketing world with many useful exercises to complete Traditional textbooks on (strategic) marketing are often limited to a theoretical description of how an organisation with competition should operate. Visionary Marketing offers a way of thinking and a method by which organisations can effectively improve their competitiveness and maintain a high level of popularity and effectiveness within the industry. The book discusses five questions in the strategic domain which are a source of concern to managers and leaders: 1. Do we have an adequate picture of our internal and external environment? How do we know? 2. What is our strategic ambition? 3. Where and how would we have to compete in the future? How can we best evaluate our strategic options? 4. How can we achieve our aim in the future? How can we successfully implement marketing plans? 5. What will the outcome of our strategy in the future? For our customers, our shareholders, our employees and other stakeholders? Visionary Marketing shakes you awake with the answers to these questions. The manager gets assistances for strategic marketing and solutions to identify and find. Prof. Dr. Rudy K. Moenaert, born and raised in West Flanders, is a professor of strategic marketing at TiasNimbas Business School (Tilburg University - TU Eindhoven, The Netherlands) and a part-time professor of strategic marketing at Nyenrode Business Universiteit (Breukelen, The Netherlands). Dr. P.H. Gouw was born and raised in the south of The Netherlands. He is a marketing and market research director at GfK (Dongen, The Netherlands). His work consists of developing innovative research, processing unintelligible data into valuable knowledge and translating this into actionable marketing output for fmcg, smcg and durable brand manufacturers, retailers and service oriented companies within the Benelux. Prof. Dr. Henry Robben was born in Winnipeg, Canada, but was raised in the southern part of The Netherlands. He is a professor of marketing at Nyenrode Business Universiteit (Breukelen, The Netherlands). With great enthusiasm, he has pursued a distinguished career in teaching, research and consulting on strategic marketing, product development and marketing communications. Hardback. Seller Inventory # 9789020976984-SECONDHAND