Advanced Introduction to Marketing Strategy

Contents: Preface 1. Marketing strategy: the guiding premises 2. Marketing strategy: looking back to see ahead 3. Achieving customer value leadership 4. Sustaining customer value leadership 5. Innovating new value for customers: the full-spectrum approach 6. Innovating the business model 7. Strategy formulation starts from the outside in 8. Enabling outside-in strategy making 9. Preparing marketing for greater turbulence References Index

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• Estratégia de negócios
• Vendas e marketing

Marketing strategy; Outside in approach; Market orientation; Dynamic capabilities; Customer value; Innovation