Ebook: Marketing strategy and competitive positioning
Author: Graham J Hooley, Nigel Piercy, Brigitte Nicoulaud
- Year: 2008
- Publisher: FT Prentice Hall
- City: Harlow, England ; New York
- Edition: 4th Edition
- Language: English
- pdf
Thoroughly updated with new examples and the latest research findings, this new edition also boasts case studies in each chapter, taken from recent editions of the Financial Times, that illustrate the practical implications of the issues raised.
Content: pt. 1. Marketing Strategy --
1. Market-led strategic management --
2. Strategic marketing planning --
pt. 2. Competitive Market Analysis --
3. The changing market environment --
4. Customer analysis --
5. Competitor analysis --
6. Understanding the organisational resource base --
7. Forecasting future demand and market requirements --Pt. 3. Identifying Current and Future Competitive Positions --
8. Segmentation and positioning principles --
9. Segmentation and positioning research --
10. Selecting market targets --
pt. 4. Competitive Positioning Strategies --
11. Creating sustainable competitive advantage --
12. Competing through the new marketing mix --
13. Competing through innovation --
14. Competing through superior service and customer relationships --
pt. 5. Implementing the Strategy --
15. Strategic customer management --
16. Strategic alliances and networks --
17. Strategy implementation and internal marketing --
18. Corporate social responsibility --
pt. 6. Conclusions --
19. Twenty-first century marketing.
Abstract:
Thoroughly updated with new examples and the latest research findings, this new edition also boasts updates case studies in each chapter, taken from recent editions of the "Financial Times", that Read more...
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