000			02232nam a2200169Ia 4500
999			_c2465 _d2465
008			201214s9999||||xx |||||||||||||| ||und||
020			_a9781292017310
082			_a658.802
100			_aGraham Hooley
245		0	_aMarketing Strategy and Competitive Positioning / _cGraham Hooley, Nigel Piercy, Brigitte Nicoulaud, John Rudd
250			_a6th ed.
260			_bPearson Education Limited, _c2017. _aHarlow, England :
300			_a584 p. : ill. ; 27 cm.
505			_aChapter 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
520			_aMarketing 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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