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Strategic Marketing: In the Customer Driven Organization
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ISBN13: 9780470849859
Publisher: Wiley
Published: Jun 2 2003
Pages: 320
Weight: 1.32
Height: 0.70 Width: 7.00 Depth: 9.40
Language: English
Das Analysieren der Kundenbasis und das stete Bemühen, die Kundenerwartungen effektiver zu erfüllen und zu übertreffen als die Konkurrenz, sind der Schlüssel zu langfristigem strategischem Erfolg.
Nur wenige Lehrbücher konzentrieren sich direkt auf den Kunden. Die meisten folgen entweder dem traditionellen Marketing Mix-Ansatz, der auf den 4 Ps beruht, und gehen kaum auf das Marketing in einem weiter gefassten Kontext ein. Fazit: Diese Lehrbücher sind in der Regel viel zu umfangreich und nicht ganz zeitgemä .
Strategic Marketing ist anders: Das Buch ist kundenorientiert und konzentriert sich im wesentlichen auf die drei Gründe, warum ein Unternehmen exisistiert: um den Kunden Wert bereitzustellen, zu kommunizieren und zu vermitteln.
Prägnant, anschaulich und praxisnah!
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