Managers increasingly recognise that the route to achieving their commercial or social objectives lies in successfully meeting the needs and expectations of their customers…..organisations that don’t have the satisfaction of their customers at their core will find it increasingly hard to survive”.
Hooley, G., Piercy, N., and Nicoulaud, B., (2012) Marketing Strategy and Competitive Positioning, 5th Ed. FT Prentice Hall p.5.
By reference to academic literature, critically evaluate this proposition. Using examples, indicate how an organisation could apply this approach to create and manage its marketing strategy.
You are required to produce an academic paper which demonstrates your understanding of key aspects of the Principles of Marketing.
The paper should have a sound theoretical and conceptual perspective, containing evidence of critical debate within an appropriate academic literature. A minimum of 4 academic journal articles should be referred to.
The paper also needs to be grounded in a ‘real world’ management context, identifying application to strategy development. To do this, you may select an organisation with which you are familiar, or produce generic recommendations for practicing managers.
Presentation:
1. The paper should be 2,000 words, excluding appendices. The word count for the assignment should appear on the front page.
2. This assignment should reflect a balance between:
a. theoretical understanding, evidenced by research from a range of academic journal sources – minimum 4.
b. practical application of theory, evidenced by application to marketing strategy to illustrate your discussion and evaluation.
