This comprehensive guide hones in on marketing’s pivotal role in creating value for customers and other stakeholders. It navigates through the stages of (1) marketing analysis, (2) strategy development, (3) implementation of the marketing strategy via the marketing mix, and (4) marketing evaluation using established key performance indicators.

The book serves as a valuable resource for students, marketers, and business leaders navigating the dynamic marketing landscape, providing guidance t...

This book is about integral organizing. Organizations face major challenges in terms of innovation, customer

focus, flexibility, productivity, and finding and retaining talent. Technical innovations in and of themselves can

only address such challenges to a limited extent. Attention to culture and behaviour, in and of itself, also has its

limitations. Social innovation relates to the integral development and renewal of the organisation. Many organizations,

however, are based on persistent bur...

The new ‘sense of urgency’ in the business world of the 21st century demands an operational approach to strategic problems. This handbook deals systematically and in a practical way with key strategic marketing themes, which will allow the reader to contribute to an efficient strategic marketing policy. Knowledge and competencies are no longer enough to make the difference in today’s markets. Incisive and innovative thinking is the only way to secure sustainable advantage in the face of...