Theory development, incorporating literature review and results of exploratory survey. Objective To arrive at a theory of strategic management and marketing of services that is both profit-oriented and market-oriented and that is valid for any service firm. Method Discusses and elaborates four elements of service marketing theory—service quality, service strategy, service marketing, and internal marketing—and tests the acceptance of the author's concepts and theories among a sample of executives of Scandinavian service firms. Conclusions Consumers' perceptions of service quality and their consequent future behavior are influenced by many resources and activities that are outside the arena of traditional marketing mix activities but which have a marketing impact.
This program explores the core concepts and tools of contemporary strategic marketing management—from market segmentation and product positioning to consumer needs and buying behavior to digital and social media marketing. You will emerge with the skills and framework to develop and manage an integrated marketing strategy that creates value for your customers and generates growth for your firm.
Who should attend This strategy marketing management program is designed for a broad array of managers both with and without direct experience in the marketing function, including marketing managers, entrepreneurs at startups, and those in general management positions in large established companies who need a deeper understanding of the marketing function.
It is particularly appropriate for vice presidents, directors, and managers in marketing, finance, and operations who are looking to make a greater contribution to the value creation process. Learning outcomes Strategic Marketing Management is a unique approach to understanding customers and then leveraging it to design integrated strategic marketing plans in both offline and online environments.
You'll learn how to evaluate marketplace potential and risk, price products optimally to create and capture value, and then sustain that value over time—all with the goal of better understanding your firm's unique ability to develop and deliver goods and services with meaningful customer value.
Course information from Harvard University, Harvard Business School Please note that instructors are subject to change and not all instructors teach in each session of the program. Norton FacultyChair Michael I. He holds a B. He is the co-author - with Elizabeth Dunn - of the book, Happy Money: His work has been published in a number of leading academic journals, including Science, the Journal of Personality and Social Psychology, Psychological Science, and the Journal of Consumer Research, and has been covered in media outlets such as the Economist, the Financial Times, the Wall Street Journal, and the Washington Post.Strategic Account Management Association is a unique non-profit association focused solely on helping to establish strategic, key and global account management as a separate profession, career path and proven corporate strategy for growth.
Management&Marketing, volume X, issue 1/ Figure 1. The place of marketing strategy in corporate strategy Source: adaptated from Huff et al, Strategic Management, Logic and Action , p. Strategic Marketing Management is a unique approach to understanding customers and then leveraging it to design integrated strategic marketing plans in both offline and online environments.
The Strategic Marketing Process How to Structure Your Marketing Activities to Achieve Better Results Written by Moderandi Inc., creators of the marketing planning and management app at attheheels.com Second Edition – Strategy toolS CuStomer aCquiSition.
The Strategic Marketing Process. Journal of Management and Marketing Research Strategic human resource, Page 3 Drawing on the SHRM and strategic management literature, this paper presents a.
The Strategic Marketing Management Analysis of Lenovo Group Wang, Wen Cheng, Dept. of Business Management, Hwa Hsia Institute of Technology, Taiwan Chu, Ying Chien, Department of Tourism and Leisure, National Penghu University,Taiwan.