Abstract
Through the years, managers and academics have tried to identify what it is that differentiates successful from unsuccessful companies. The answer lies in organizations’ ability to deliver superior customer value, thus outperforming the competition in the eyes of the customer. The problem is, however, how to define and identify customer value for a particular market and how to make one’s organization customer-driven. Strategic marketing is the answer. Within the boundaries of corporate and business strategy, strategic marketing is the tool to make choices regarding the customer value for a target audience. Using segmentation and positioning, strategic marketing helps to aim the company’s marketing instruments to reach the market and marketing objectives formulated.
The only thing that’s certain is that the future is uncertain—especially nowadays. However, if we don’t plan at all, chances that we end up where we wish to be are minimal
— Anonymous
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
Notes
Ferrell et al. (1999).
Anderson and Naru s (1999).
Morgan and Hunt (1994).
Singh and Sirdeshmukh (2000); Nijssen, Sing, Sirdeshmukh with Holzmueller (2000); Garbarino and Johnson (1999).
Dayand Wensley(1983).
Business Week (1984).
E.g., Jain (1997); Hooley, Saunders and Piercy (1998); Lambin (1993).
Narver and Slater (1990); Kohli and Jaworski (1990).
E.g., Kohli and Jaworski (1990).
See e.g. Ansoff (1964).
Bonoma (1984). 12 Mintzberg(1988).
Porter (1996).
Penrose (1959); Wernerfelt (1984).
Barney (1991).
Hamel (1998). (2000).
Author information
Authors and Affiliations
Rights and permissions
Copyright information
© 2001 Springer Science+Business Media New York
About this chapter
Cite this chapter
Nijssen, E.J., Frambach, R.T. (2001). Introducing Strategic Marketing. In: Creating Customer Value Through Strategic Marketing Planning. Springer, Boston, MA. https://doi.org/10.1007/978-1-4757-3277-1_1
Download citation
DOI: https://doi.org/10.1007/978-1-4757-3277-1_1
Publisher Name: Springer, Boston, MA
Print ISBN: 978-1-4419-4870-0
Online ISBN: 978-1-4757-3277-1
eBook Packages: Springer Book Archive