Marketing Strategy and Competitive Positioning / Graham Hooley, Nigel Piercy, Brigitte Nicoulaud, John Rudd

By: Graham HooleyMaterial type: TextTextPublication details: Harlow, England : Pearson Education Limited, 2017Edition: 6th edDescription: 584 p. : ill. ; 27 cmISBN: 9781292017310 DDC classification: 658.802
Contents:
Chapter 1 - Marketing Strategy Chapter 2 - Strategic Marketing Planning Chapter 3 - Competitive Market Analysis Chapter 4 - Customer Analysis Chapter 5 - Competitor Analysis Chapter 6 - Understanding the Organisational Resource Base Chapter 7 - Understanding Current and Future Competitive Positions Chapter 8 - Segmentation and Positioning Research Chapter 9 - Selecting market targets Chapter 10 - Competitive Positioning Strategies Chapter 11 - Competing through the new marketing mix Chapter 12 - Competing through innovation Chapter 13 - Competing through superior service and customer relationships Chapter 14 - Strategic customer management Chapter 15 - Strategic Alliances and networks Chapter 16 - Strategy Implementation and Internal Marketing Chapter 17 - Corporate Social Responsibility and Ethics Chapter 18 - Implementing the Strategy
Summary: Marketing Strategy and Competitive Positioning 6e deals with the process of developing and implementing a marketing strategy. The book focuses on competitive positioning at the heart of marketing strategy and includes in-depth discussion of the processes used in marketing to achieve competitive advantage. The book is primarily about creating and sustaining superior performance in the marketplace. It focuses on the two central issues in marketing strategy formulation - the identification of target markets and the creation of a differential advantage. In doing that, it recognises the emergence of new potential target markets born of the recession and increased concern for climate change; and it examines ways in which firms can differentiate their offerings through the recognition of environmental and social concerns.
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Holdings
Item type Current library Call number Status Date due Barcode Item holds
BOOK BOOK BAC
PJ Library 		658.802 HOO  (Browse shelf (Opens below)) Available 3102980
BOOK BOOK BAC
PJ Library 		658.802 HOO  (Browse shelf (Opens below)) Available 3102952
BOOK BOOK BAC
PJ Library 		658.802 HOO  (Browse shelf (Opens below)) Available 3203545
Total holds: 0

Chapter 1 - Marketing Strategy

Chapter 2 - Strategic Marketing Planning

Chapter 3 - Competitive Market Analysis

Chapter 4 - Customer Analysis

Chapter 5 - Competitor Analysis

Chapter 6 - Understanding the Organisational Resource Base

Chapter 7 - Understanding Current and Future Competitive Positions

Chapter 8 - Segmentation and Positioning Research

Chapter 9 - Selecting market targets

Chapter 10 - Competitive Positioning Strategies

Chapter 11 - Competing through the new marketing mix

Chapter 12 - Competing through innovation

Chapter 13 - Competing through superior service and customer relationships

Chapter 14 - Strategic customer management

Chapter 15 - Strategic Alliances and networks

Chapter 16 - Strategy Implementation and Internal Marketing

Chapter 17 - Corporate Social Responsibility and Ethics

Chapter 18 - Implementing the Strategy

Marketing Strategy and Competitive Positioning 6e deals with the process of developing and implementing a marketing strategy. The book focuses on competitive positioning at the heart of marketing strategy and includes in-depth discussion of the processes used in marketing to achieve competitive advantage.

The book is primarily about creating and sustaining superior performance in the marketplace. It focuses on the two central issues in marketing strategy formulation - the identification of target markets and the creation of a differential advantage. In doing that, it recognises the emergence of new potential target markets born of the recession and increased concern for climate change; and it examines ways in which firms can differentiate their offerings through the recognition of environmental and social concerns.

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