Introducing Strategic Marketing

  • Edwin J. Nijssen
  • Ruud T. Frambach


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.


Marketing Strategy Market Orientation Business Strategy Strategic Marketing Strategic Market 
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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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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