Marketing strategy & competitive positioning /
Hooley, Graham J.
Marketing strategy & competitive positioning / Marketing strategy and competitive positioning Graham Hooley, Nigel F. Piercy, Brigitte Nicoulaud. - 5th ed. - Harlow, England ; New York : Pearson Financial Times/Prentice Hall, 2012. - xv, 578 p. : col. ill. ; 27 cm. ; pbk.
Includes bibliographical references and index.
Marketing strategy -- Market-led strategic management -- Strategic marketing planning -- Competitive market analysis -- The changing market environment -- Customer analysis -- Competitor analysis -- Understanding the organisational resource base -- Forecasting future demand and market requirements -- Identifying current and future competitive positions -- Segmentation and positioning principles -- Segmentation and positioning research -- Selecting market targets -- Competitive positioning strategies -- Creating sustainable competitive advantage -- Competing through the new marketing mix -- Competing through innovation -- Competing through superior service and customer relationships -- Implementing the strategy -- Strategic customer management -- Strategic alliances and networks -- Strategy implementation and internal marketing -- Corporate social responsibility -- Conclusions -- Twenty-first century marketing.
0273740938 9780273740933 9780273740933: £49.99
2011020361
Target marketing.
Marketing--Management
Business planning.
Business and Management.
Business strategy
Sales & marketing
Sales & marketing management
658.802
Marketing strategy & competitive positioning / Marketing strategy and competitive positioning Graham Hooley, Nigel F. Piercy, Brigitte Nicoulaud. - 5th ed. - Harlow, England ; New York : Pearson Financial Times/Prentice Hall, 2012. - xv, 578 p. : col. ill. ; 27 cm. ; pbk.
Includes bibliographical references and index.
Marketing strategy -- Market-led strategic management -- Strategic marketing planning -- Competitive market analysis -- The changing market environment -- Customer analysis -- Competitor analysis -- Understanding the organisational resource base -- Forecasting future demand and market requirements -- Identifying current and future competitive positions -- Segmentation and positioning principles -- Segmentation and positioning research -- Selecting market targets -- Competitive positioning strategies -- Creating sustainable competitive advantage -- Competing through the new marketing mix -- Competing through innovation -- Competing through superior service and customer relationships -- Implementing the strategy -- Strategic customer management -- Strategic alliances and networks -- Strategy implementation and internal marketing -- Corporate social responsibility -- Conclusions -- Twenty-first century marketing.
0273740938 9780273740933 9780273740933: £49.99
2011020361
Target marketing.
Marketing--Management
Business planning.
Business and Management.
Business strategy
Sales & marketing
Sales & marketing management
658.802