In much the same way that we can examine a portfolio of products or brands, the importance of customers as assets and investment centres mandates a similar portfolio analysis.”
Hooley, G., Piercy, N., and Nicoulaud, B., (2012), Marketing Strategy and Competitive Positioning, 5th ed., Prentice Hall, p 400.
By reference to academic literature, explore the concept of the customer portfolio and in particular Strategic Account Management. For an identified company, indicate how the company could apply the concept, making recommendations.
You are required to produce a business report which demonstrates your understanding of key aspects of the Management of Marketing.
The report should be addressed to a specific person in your selected company – the Managing Director or equivalent. It should have:
• a sound theoretical and conceptual perspective, containing evidence of critical debate within an appropriate academic literature. A minimum of 6 academic journal articles should be referred to.
• an effective practical foundation, which makes management recommendations for the company.
Presentation
1. The report should be based on the material listed below
Hooley, G., Piercy, N., and Nicoulaud, B., (2008), Marketing Strategy and Competitive Positioning, 4th ed., Prentice Hall.
Kotler, P., Armstrong, G., Wong, V., and Saunders, J., (2008), Principles of Marketing, 5th European ed., Prentice Hall.
Cravens, D. W., and Piercy, N., (2006), Strategic Marketing, 8th ed., McGraw-Hill.
Wilson, R. M. S., and Gilligan, C., (2005), Strategic Marketing Management, 3rd ed., Elsevier Butterworth-Heinemann.
Doyle, P., and Stern, P., (2006), Marketing Management and Strategy, 4th ed., Prentice Hall.
Palmer, A., (2007), Principles of Services Marketing, 4th ed., McGraw-Hill.
2. This assignment should reflect a balance between:
a. theoretical understanding, evidenced by research from a range of academic journal sources – minimum 6.
b. practical application of theory, evidenced by the development of effective management recommendations.
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