Marketing strategy and competitive positioning /
Hooley, Graham J.,
Marketing strategy and competitive positioning / Graham Hooley, Brigitte Nicoulaud, John M. Rudd, Nick Lee. - 8th edition. - 592 pages : illustrations (colour) ; 26 cm.
Previous edition: 2020.
Includes bibliographical references and index.
Preface Acknowledgements Part 1 Marketing Strategy Market-led Strategic Management Strategic Marketing Planning Part 2 Competitive Market Analysis The Changing Market Environment Customer Analysis Competitor Analysis Understanding the Organisational Resource Base Part 3 Identifying Current and Future Competitive Positions Segmentation and Positioning Principles Selecting Market Targets Part 4 Competitive Positioning Strategies Creating Sustainable Competitive Advantage Competing Through the New Marketing Mix Competing Through Innovation Competing Through Superior Service and Customer Relationships Part 5 Implementing the Strategy Strategic Customer Management and The Strategic Sales Organisation Strategic Alliances and Networks Strategy Implementation and Internal Marketing Corporate Social Responsibility and Ethics Part 6 Conclusions Marketing in the Twenty-First Century References Index
'Marketing Strategy and Competitive Positioning' 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 ideal text to help you develop your knowledge around rigorous marketing strategies from formulation to implementation Marketing Strategy and Competitive Positioning, 8th Edition,?by Hooley, Nicoulaud, Rudd and Lee, helps you grow an in-depth understanding of how to develop and implement a marketing strategy, and achieve sustainable competitive positioning. This text is suitable for undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management. By focusing on competitive positioning that lies at the heart of marketing strategy, this text introduces an in-depth discussion of the marketing processes to achieve competitive advantage in a business environment. Key features include: Focus on two central issues in marketing strategy formulation - identifying target markets and creating a differential advantage Increased emphasis on competing through differentiation and customer knowledge, including new business models Updated content to reflect changed context and impacts on businesses, consumers/society and marketing activity Emphasis on competing globally within a digitalization context Updated vignettes and new case studies to help you connect marketing principles with practical applications
9781292725017 (pbk.) : 55.99 43.99
Target marketing.
Marketing--Management.
Business and Management.
Business & Management
Business strategy
Sales & marketing management
658.802
Marketing strategy and competitive positioning / Graham Hooley, Brigitte Nicoulaud, John M. Rudd, Nick Lee. - 8th edition. - 592 pages : illustrations (colour) ; 26 cm.
Previous edition: 2020.
Includes bibliographical references and index.
Preface Acknowledgements Part 1 Marketing Strategy Market-led Strategic Management Strategic Marketing Planning Part 2 Competitive Market Analysis The Changing Market Environment Customer Analysis Competitor Analysis Understanding the Organisational Resource Base Part 3 Identifying Current and Future Competitive Positions Segmentation and Positioning Principles Selecting Market Targets Part 4 Competitive Positioning Strategies Creating Sustainable Competitive Advantage Competing Through the New Marketing Mix Competing Through Innovation Competing Through Superior Service and Customer Relationships Part 5 Implementing the Strategy Strategic Customer Management and The Strategic Sales Organisation Strategic Alliances and Networks Strategy Implementation and Internal Marketing Corporate Social Responsibility and Ethics Part 6 Conclusions Marketing in the Twenty-First Century References Index
'Marketing Strategy and Competitive Positioning' 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 ideal text to help you develop your knowledge around rigorous marketing strategies from formulation to implementation Marketing Strategy and Competitive Positioning, 8th Edition,?by Hooley, Nicoulaud, Rudd and Lee, helps you grow an in-depth understanding of how to develop and implement a marketing strategy, and achieve sustainable competitive positioning. This text is suitable for undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management. By focusing on competitive positioning that lies at the heart of marketing strategy, this text introduces an in-depth discussion of the marketing processes to achieve competitive advantage in a business environment. Key features include: Focus on two central issues in marketing strategy formulation - identifying target markets and creating a differential advantage Increased emphasis on competing through differentiation and customer knowledge, including new business models Updated content to reflect changed context and impacts on businesses, consumers/society and marketing activity Emphasis on competing globally within a digitalization context Updated vignettes and new case studies to help you connect marketing principles with practical applications
9781292725017 (pbk.) : 55.99 43.99
Target marketing.
Marketing--Management.
Business and Management.
Business & Management
Business strategy
Sales & marketing management
658.802