Marketing strategy & competitive positioning / Graham Hooley, Nigel F. Piercy, Brigitte Nicoulaud.
Material type: TextPublication details: Harlow, England ; New York : Pearson Financial Times/Prentice Hall, 2012.Edition: 5th edDescription: xv, 578 p. : col. ill. ; 27 cm. ; pbkISBN:- 0273740938
- 9780273740933
- 9780273740933:
- Marketing strategy and competitive positioning
- 658.802
Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
---|---|---|---|---|---|---|
General Lending | Carlow Campus Library General Lending | 658.802 (Browse shelf(Opens below)) | 1 | Available | 78179 |
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.
74.60