Marketing Strategy and Organization: building sustainable business - Softcover

Moenaert, Rudy K.; Robben, Henry; Gouw, Peter

Softcover

ISBN 10: 9020998579 ISBN 13: 9789020998573

Publisher: Editions Lannoo sa, 2012

Synopsis

Traditional textbooks on (strategic) marketing limit themselves to a theoretical expose on how to operate an organisation in an imaginary competition. This publication provides a way of thinking and a method with which organisations truly can enhance their competitive strength, and make it sustainable. This book discusses five questions in the strategic areas 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 advice on how to recognise strategic marketing issues and how to find adequate solutions for these. Secondly, readers who teach at or advise in common or corporate universities receive an innovative and clear framework with many exercises. A new, completely updated edition of the indispensable marketing guide.

About this title

About the Author

Prof. dr. Rudy K. Moenaert is a professor of strategic marketing at TiasNimbas Business School, Tilburg University, The Netherlands. He is a strategic marketing consultant and a much sought-after instructor for executive managment programmes of all kinds. Prof. dr. Henry Robben is a professor of marketing at Nyenrode Business Universiteit, The Netherlands. He is a teacher, researcher and consultant on strategic marketing, product development and marketing communications. Dr. P.H. Gouw is a marketing and market research director at GfK, Dongen, The Netherlands. He is also a visiting lecturer at various institutions including the TiasNimbas Business School, Tilburg University, The Netherlands.

From the Back Cover

Laat uw bedrijf groeien in de 21ste eeuw Marketing als duurzame business. Hét basiswerk over het plannen en implementeren van marketingactiviteiten om het concurrentievermogen van een organisatie te optimaliseren. Een science-based en praktische synthese van ideeën en modellen die een duurzaam onderscheid in de markt daadwerkelijk mogelijk maken. Relevante theoretische inzichten met actuele nationale én internationale voorbeelden. Gebaseerd op meer dan tien jaar onderzoek. Een onmisbaar instrument voor wie al met marketing vertrouwd is: marketing- en businessprofessionals en MBA-studenten marketing.

Edition details

• Publisher: Editions Lannoo sa
• Publication date: 2012
• Language: English
• ISBN 10: 9020998579
• ISBN 13: 9789020998573
• Binding: Paperback
• Number of pages: 280