Delivering Customer Value: Executing Marketing Strategy

  • Edwin J. Nijssen
  • Ruud T. Frambach
Chapter

Abstract

Delivering customer value is as important as identifying value opportunities and choosing value positions. Activities related to actually enabling customers to obtain the value that is being offered by the firm, by means of their products and services, are moments of truth for any supplier firm. Thus, although the process of strategic analysis and strategic choice is crucial to identify value creation opportunities that may evolve into sustainable competitive advantage for the firm, the quality of executing marketing strategic choices, i.e., delivering the customer value is crucial for success in the marketplace.

Keywords

Marketing Strategy Marketing Activity Execution Plan Customer Segment Marketing Program 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.

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Notes

  1. 1.
    In: Kotler (1999).Google Scholar
  2. 2.
    Piercy(1998),p.225.Google Scholar
  3. 3.
    Day and Wensley (1983).Google Scholar
  4. 4.
    See e.g., Doyle (1998).Google Scholar
  5. 5.
    See e.g., Van Waterschoot and VandenBulte (1992).Google Scholar
  6. 6.
    See Kotier (1999).Google Scholar
  7. 7.
    Partially adapted from Doyle (1998).Google Scholar
  8. 8.
    Production of Lexus cars for the domestic market began in May 1989 (www.global.toyota.com).Google Scholar
  9. 9.
    Frambach, Nijssen and Van Heddegem (1997).Google Scholar
  10. 10.
    Adapted from Kotier (1999), p. 107.Google Scholar
  11. 11.
    Kotier (1999).Google Scholar
  12. 12.
    See Rust, Zahorik and Keiningham (1996).Google Scholar
  13. 13.
    Leeflang(1994)Google Scholar

Copyright information

© Springer Science+Business Media New York 2001

Authors and Affiliations

  • Edwin J. Nijssen
    • 1
  • Ruud T. Frambach
    • 2
  1. 1.Nijmegen School of ManagementThe Netherlands
  2. 2.Free University AmsterdamThe Netherlands

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