Marketing Strategy and Competitive Positioning

Häftad, Engelska, 2024

Av Graham Hooley, Nigel Piercy, Brigitte Nicoulaud, John Rudd, Nick Lee

1 119 kr

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The ideal text to help you develop your knowledge around rigorous marketing strategies from formulation to implementation

Marketing Strategy and Competitive Positioning, 8th Edition, by Hooley, Nicoulaud, Rudd and Lee, helps you grow an in-depth understanding of how to develop and implement a marketing strategy, and achieve sustainable competitive positioning.

This text is suitable for undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management.

By focusing on competitive positioning that lies at the heart of marketing strategy, this text introduces an in-depth discussion of the marketing processes to achieve competitive advantage in a business environment.

Key features include:

Focus on two central issues in marketing strategy formulation – identifying target markets and creating a differential advantage
Increased emphasis on competing through differentiation and customer knowledge, including new business models
Updated content to reflect changed context and impacts on businesses, consumers/society and marketing activity
Emphasis on competing globally within a digitalization context
Updated vignettes and new case studies to help you connect marketing principles with practical applications

Produktinformation

Utgivningsdatum2024-05-15
Mått190 x 260 x 23 mm
Vikt1 360 g
FormatHäftad
SpråkEngelska
Antal sidor592
Upplaga8
FörlagPearson Education
ISBN9781292725017

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Graham Hooley is Emeritus Professor of Marketing at Aston University. He is past President of the European Marketing Academy and Fellow of the Chartered Institute of Marketing, the 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.

PrefaceAcknowledgementsPart 1 Marketing Strategy Market-led Strategic ManagementStrategic Marketing PlanningPart 2 Competitive Market Analysis The Changing Market EnvironmentCustomer AnalysisCompetitor AnalysisUnderstanding the Organisational Resource BasePart 3 Identifying Current and Future Competitive Positions Segmentation and Positioning PrinciplesSelecting Market TargetsPart 4 Competitive Positioning Strategies Creating Sustainable Competitive AdvantageCompeting Through the New Marketing MixCompeting Through InnovationCompeting Through Superior Service and Customer RelationshipsPart 5 Implementing the Strategy Strategic Customer Management and The Strategic Sales OrganisationStrategic Alliances and NetworksStrategy Implementation and Internal MarketingCorporate Social Responsibility and EthicsPart 6 Conclusions Marketing in the Twenty-First CenturyReferencesIndex