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Samenvatting Business Marketing Management - H10 - W. Biemans 7e druk
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Business Marketing Management - W. Biemans 7e druk samenvatting hoofdstuk 10
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By: cariennemaartense • 5 year ago
By: remcobelshof • 7 year ago
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SamenvattingBusiness marketing management H10
Wim Biemans 7e druk
Inhoudsopgave
10 Implementatie van een waardecreërende organisatie ............................................................................................. 2
10.1 Kenmerken van een waardecreërende organisatie ...................................................................................................................................... 2
10.2 Ontwerp van een waardecreërende organisatie .......................................................................................................................................... 2
Door de klant gedefinieerde waarde als uitgangspunt ................................................................................................................................... 3
Procescompetenties: ...................................................................................................................................................................................... 4
Ondersteunende infrastructuur ..................................................................................................................................................................... 4
10.3 De rol van marketing in een waardecreërende organisatie .......................................................................................................................... 4
Marketing op ondernemingsniveau ............................................................................................................................................................... 5
Marketing op SBU-niveau ............................................................................................................................................................................... 5
Marketing op tactisch niveau ......................................................................................................................................................................... 5
10.4 Afstemming tussen marketing en andere bedrijfsfuncties ........................................................................................................................... 5
10.5 Transformeren van de organisatie ............................................................................................................................................................... 6
Nieuwe kennis en houding ............................................................................................................................................................................. 6
Nieuwe vaardigheden .................................................................................................................................................................................... 6
Creëren van de juiste infrastructuur............................................................................................................................................................... 6
Effectief veranderingsprogramma .................................................................................................................................................................. 6
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