| Title : | Marketing strategy and competitive positioning | | Material Type: | printed text | | Authors: | Graham J. Hooley, Author ; Nigel Piercy, Author ; Brigitte Nicoulaud, Author | | Edition statement: | 5th ed. | | Publisher: | New York, NY : Pearson Financial Times/Prentice Hall | | Publication Date: | 2012 | | Pagination: | p. cm | | ISBN (or other code): | 978-0-273-74093-3 | | Class number: | 658.802 | | Abstract: | Marketing Strategy and Competitive Positioning 5e 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. | | Contents note: | Part 1- Marketing Strategy: Market-led Strategic Management, Strategic Marketing Planning
Part2 - Competitive Market Analysis: The Changing Market Environment, Customer Analysis, Competitor Analysis, Understanding the Organisational Resource Base, Forecasting Future Demand and Market Requirements
Part 3 - Identyifing Current and Future Competitive Positions: Segmentation and Positioning Principles, Segmentation and Positioning Research, 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, Strategic alliances and Nertworks, Strategy Implementation and Internal Marketing, Corporate Social Responsibility
Part 6 - Conclusions: Twenty-First Century Marketing |
Marketing strategy and competitive positioning [printed text] / Graham J. Hooley, Author ; Nigel Piercy, Author ; Brigitte Nicoulaud, Author . - 5th ed. . - New York, NY : Pearson Financial Times/Prentice Hall, 2012 . - p. cm. ISBN : 978-0-273-74093-3 | Class number: | 658.802 | | Abstract: | Marketing Strategy and Competitive Positioning 5e 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. | | Contents note: | Part 1- Marketing Strategy: Market-led Strategic Management, Strategic Marketing Planning
Part2 - Competitive Market Analysis: The Changing Market Environment, Customer Analysis, Competitor Analysis, Understanding the Organisational Resource Base, Forecasting Future Demand and Market Requirements
Part 3 - Identyifing Current and Future Competitive Positions: Segmentation and Positioning Principles, Segmentation and Positioning Research, 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, Strategic alliances and Nertworks, Strategy Implementation and Internal Marketing, Corporate Social Responsibility
Part 6 - Conclusions: Twenty-First Century Marketing |
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Marketing strategy and competitive positioning
