Organizing for Delivering Customer Value

  • Edwin J. Nijssen
  • Ruud T. Frambach


Although the organization has now chosen its marketing strategy and detailed it in its marketing program and plan, several things still can go wrong. No strategic marketing plan has much influence when never executed. A sound implementation is thus required in order to prevent “the all too frequent failure to create change after seemingly viable plans have been developed”.1 Therefore, we will address the question of how to implement the marketing effort. Another reason is that despite ample attention for strategic marketing management in the literature, we observe relatively little attention for execution and implementation issues of marketing strategy.2 We will point out and discuss the decisions to make and hurdles to take when implementing the marketing plan.


Marketing Strategy Market Orientation Marketing Effort Balance Scorecard 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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