Delivering Customer Value: Executing Marketing Strategy

  • Edwin J. Nijssen
  • Ruud T. Frambach


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.


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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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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