Strategic Marketing: In the Customer Driven Organization

Strategic Marketing: In the Customer Driven Organization

Strategic Marketing: In the Customer Driven Organization

Strategic Marketing: In the Customer Driven Organization

Excerpt

Marketing is a philosophy that leads to the process by which organizations, groups and individuals obtain what they need and want by identifying and selecting value, providing it, communicating it and delivering it to others. Marketing is strategically concerned with the direction and scope of the long-term activities performed by the organization in obtaining competitive advantage to satisfy customers while meeting shareholder expectations.

This book places the focus on customers and how organizations identify and select the value desired by them; how to provide, communicate and deliver it. The focus is on providing satisfaction profitably. The book adopts an integrated strategic view within a customer orientation. In many organizations strategic thinking is reserved for the corporate level whereas the reality forces organizations to integrate decisions across hierarchies and functions. It is necessary to examine strategic marketing at the corporate level which is implemented at the product or brand level. Strategic marketing is, therefore, both a business philosophy and a process of implementation. Practitioners and academic writers frequently focus on the operational aspects of marketing – as a tool-kit – providing guidance on how to prepare sales presentations, brochures or a list of prospects for a direct marketing drive, instead of focusing on the real needs of customers and on providing value in an integrated way.

In contrast we adopt a customer focus in this book rather than the traditional mechanistic approach to marketing based on the four Ps which places an emphasis on the operational and functional role of marketing. A customer orientation allows for a wider scope for marketing to include all actors in the business system – customers, competitors, suppliers and partners in the provision, communication and delivery of value. The book is informed by the resource-based view of the organization in the context of obtaining a competitive advantage within a value-added business system. In doing so, exchanges occur and long-term relationships are developed that enhance customer value – the responsibility of everybody in the organization.

One of the distinctive features of the book is that it addresses strategic marketing perspectives for readers in the English-speaking world outside the United States. Furthermore, a global perspective is required, especially for readers for whom traditional marketing may still be a controversial . . .

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.