Strategic Marketing Session 1
Chapter One Strategic Market Management Introduction and Overview
Business Strategy: The Concept and Trends in Its Management
“Plans are nothing, planning is everything.” - Dwight D. Eisenhower
“Even if you are on the right track, you’ll get run over if you just sit there.” - Will Rodgers
“Where absolute superiority is not attainable, you must produce a relative one at the decisive point by making skillful use of what you have.” - Karl von Clausewitz, On War, 1832
“If you don’t know where you are going, you might end up somewhere else.” - Casey Stengel
• Customer-centric and competitively dominant marketing strategies are vital to business success. • This program provides participants with tools for developing an effective marketing strategy by examining how firms can profitably create and sustain customer value.
• Strategic Marketing Management offers a solid grounding in marketing management and strategies, equipping to enhance the profitability and position of companies, even amidst continuous change in the markets and technologies.
• Strategic Marketing Management is an intensive course which examines the major marketing strategy components and their integration
What is a Business Strategy? • The Product-Market Investment Strategy – where to compete • The Customer Value Proposition • Assets and Competencies • Functional Strategies and Programs
A Business Strategy A Business Strategy Where to Compete The product-market investment decision How to Compete Value Assets &Function area proposition competencies strategies and programs Figure 1.1 A Business Strategy
- Spring '19