Before we take you through this, however, we must stress that the preparation of value propositions needs to be done in the context of your organization’s planning processes. In other words, it has to fit into some kind of rational process in order for it to be really effective.
So, we will leave the process set out in Figure 4.1 for now and will turn to two strategic planning processes: strategic marketing planning and key account planning.
Figure 4.2 illustrates the strategic marketing planning process, with the emphasis being on the output ...
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