A practical guide that brings together the most important elements of business strategy, B2B marketing theory and sales management, Creating the Strategy is aimed at managers and leaders wanting to structure their organizations around the acquiring and retaining of customers in B2B markets. Rennie Gould introduces a significant number of new models and frameworks that have been developed from management workshops with clients such as Nokia and Mercedes Benz.
Including diagrams, workshops and case studies, this book follows Gould's proven learning device, The Business Performance Value Chain, in order to:
-stimulate awareness of various issues affecting business performance and the techniques to address them
-create understanding of how these issues and techniques can come together
-encourage generating insights into what this understanding means for the organization's specific situation in its own marketplace
-inspire managers to take the appropriate action by providing a guide for them to follow
Bringing together the essential elements of both strategy creation and strategy implementation, Creating the Strategy is designed to show managers and leaders how to improve organizational effectiveness and business performance.
Rennie Gould is a world renowned consultant who helps people and organisations become more effective and productive. Using his considerable gifts of investigation and communication , Rennie shares his unique 7-step system to provide the understanding and perception necessary to achieve self-awareness and personal fulfilment.
Rennie is a practicing management consultant who specialises in Business-to-Business Marketing, Customer Strategy, Sales Management and Strategic Sales and Motivation. He was formerly Marketing Research Manager at Ford Motor Company and helped set up the CRM Consultancy Practice at BT. He is now founder of CUSTOMIZE, a consultancy and training company specialising in B2B Sales, Sales Management and Customer Strategy. Rennie has an MBA from Cranfield Business School and has worked with clients such as AXA Insurance, Nokia, Mercedes-Benz, Royal Mail, 3M, Pirelli, Dubai Holding and Zain Telecom (Kuwait) in the UK, the USA and the Middle East. He is a Guest Lecturer in Marketing at Cardiff Business School.