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Marketing strategy & competitive positioning / Graham Hooley, Nigel F. Piercy, Brigitte Nicoulaud.

By: Contributor(s): Material type: TextTextPublication 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:
Other title:
  • Marketing strategy and competitive positioning
Subject(s): DDC classification:
  • 658.802
Online resources:
Contents:
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.
Holdings
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

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