Visionary Marketing

This book provides a clear and innovative frame of reference of the business and marketing world with many useful exercises to complete Traditional textbooks on (strategic) marketing are often limited to a theoretical description of how an organisation with competition should operate. Visionary Marketing offers a way of thinking and a method by which organisations can effectively improve their competitiveness and maintain a high level of popularity and effectiveness within the industry. The book discusses five questions in the strategic domain which are a source of concern to managers and leaders: 1. Do we have an adequate picture of our internal and external environment? How do we know? 2. What is our strategic ambition? 3. Where and how would we have to compete in the future? How can we best evaluate our strategic options? 4. How can we achieve our aim in the future? How can we successfully implement marketing plans? 5. What will the outcome of our strategy in the future? For our customers, our shareholders, our employees and other stakeholders? Visionary Marketing shakes you awake with the answers to these questions. The manager gets assistances for strategic marketing and solutions to identify and find. Prof. Dr. Rudy K. Moenaert, born and raised in West Flanders, is a professor of strategic marketing at TiasNimbas Business School (Tilburg University - TU Eindhoven, The Netherlands) and a part-time professor of strategic marketing at Nyenrode Business Universiteit (Breukelen, The Netherlands). Dr. P.H. Gouw was born and raised in the south of The Netherlands. He is a marketing and market research director at GfK (Dongen, The Netherlands). His work consists of developing innovative research, processing unintelligible data into valuable knowledge and translating this into actionable marketing output for fmcg, smcg and durable brand manufacturers, retailers and service oriented companies within the Benelux. Prof. Dr. Henry Robben was born in Winnipeg, Canada, but was raised in the southern part of The Netherlands. He is a professor of marketing at Nyenrode Business Universiteit (Breukelen, The Netherlands). With great enthusiasm, he has pursued a distinguished career in teaching, research and consulting on strategic marketing, product development and marketing communications.