Marketing Strategy and Competitive Positioning / Graham Hooley, Nigel Piercy, Brigitte Nicoulaud, John Rudd
Material type: TextPublication details: Harlow, England : Pearson Education Limited, 2017Edition: 6th edDescription: 584 p. : ill. ; 27 cmISBN: 9781292017310 DDC classification: 658.802Item type | Current library | Call number | Status | Date due | Barcode | Item holds |
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BOOK | BAC PJ Library | 658.802 HOO (Browse shelf (Opens below)) | Available | 3102980 | ||
BOOK | BAC PJ Library | 658.802 HOO (Browse shelf (Opens below)) | Available | 3102952 | ||
BOOK | BAC PJ Library | 658.802 HOO (Browse shelf (Opens below)) | Available | 3203545 |
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658.802 CRA Strategic Marketing | 658.802 HOO Marketing Strategy and Competitive Positioning / | 658.802 HOO Marketing Strategy and Competitive Positioning / | 658.802 HOO Marketing Strategy and Competitive Positioning / | 658.802 KOT Marketing Management / | 658.802 KOT Marketing Management / | 658.802 KOT Marketing Management / |
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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