Marketing Strategy and Competitive Positioning, 7th Edition

Heftet / 2020 / Engelsk

Produktdetaljer

ISBN13
9781292276540
Publisert
2020
Utgave
7. utgave
Utgiver
Vendor
Pearson Education Limited
Aldersnivå
05, UU
Språk
Product language
Engelsk
Format
Product format
Heftet
Sider
616
Vekt
1142 gr
Høyde
265 mm
Bredde
195 mm
Tykkelse
20 mm
Se alle

Marketing Strategy and Competitive Positioning, 7th Edition

Heftet / 2020 / Engelsk
For undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management. Understand and formulate rigorous marketing strategies and differential advantage in today's marketplace Marketing Strategy and Competitive Positioning, 7th Edition, by Hooley, Nicoulaud, Rudd and Lee provides a deep understanding of the process of developing and implementing a rigorous marketing strategy. This book focuses on competitive positioning and includes in-depth discussions of the processes used within marketing to achieve competitive advantage in a business environment - by creating and sustaining superior performance in the marketplace. The key approach used in this book is to focus on two central issues in marketing strategy formulation - the identification of target markets, and the creation of a differential advantage. In doing so, it recognises the emergence of potential new target markets born of the recession, increased concern for climate change and disruption from ongoing technological advances. It helps you examine ways in which firms can differentiate offerings through recognition of environmental and social concerns and innovation. Pearson, the world's learning company.
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Preface AcknowledgementsPublisher's AcknowledgementsPart 1: MARKETING STRATEGY1. Market-led strategic management2. Strategic marketing planning Part 2: COMPETITIVE MARKET ANALYSIS3. The changing market environment4. Customer analysis5. Competitor analysis6. Understanding the organisational resource base Part 3: IDENTIFYING CURRENT AND FUTURE COMPETITIVE POSITIONS7. Segmentation and positioning principles8. Segmentation and positioning research9. Selecting market targets Part 4: COMPETITIVE POSITIONING STRATEGIES10. Creating sustainable competitive advantage11. Competing through the evolving marketing mix12. Competing through innovation13. Competing through superior service and customer relationships Part 5: IMPLEMENTING THE STRATEGY14. Strategic customer management and the strategic sales organisation15. Strategic alliances and networks16. Strategy implementation and internal marketing17. Corporate social responsibility and ethics Part 6: CONCLUSIONS18. Marketing in the twenty-first centuryReferencesIndex
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Graham Hooley is Emeritus Professor of Marketing at Aston University. He is a past President of the European Marketing Academy, Fellow of the Chartered Institute of Marketing, British Academy of Management, EMAC and the Higher Education Academy. Brigitte Nicoulaud is Deputy Head of the Marketing and Strategy Department at Aston Business School. John M Rudd is a Professor of Marketing and Head of the Marketing Group at Warwick Business School. Nick Lee is a Professor of Marketing at Warwick Business School. He is an Honorary Life Member of the Academy of Marketing, Fellow of the Higher Education Academy and the Association for Professional Sales.
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Produktdetaljer

ISBN13
9781292276540
Publisert
2020
Utgave
7. utgave
Utgiver
Vendor
Pearson Education Limited
Aldersnivå
05, UU
Språk
Product language
Engelsk
Format
Product format
Heftet
Sider
616
Vekt
1142 gr
Høyde
265 mm
Bredde
195 mm
Tykkelse
20 mm
Se alle
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