Marketing Strategy and Competitive Positioning
Pearson Education Limited (Verlag)
978-1-292-72501-7 (ISBN)
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
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.
Preface
Acknowledgements
Part 1 Marketing Strategy
Market-led Strategic Management
Strategic Marketing Planning
Part 2 Competitive Market Analysis
The Changing Market Environment
Customer Analysis
Competitor Analysis
Understanding the Organisational Resource Base
Part 3 Identifying Current and Future Competitive Positions
Segmentation and Positioning Principles
Selecting Market Targets
Part 4 Competitive Positioning Strategies
Creating Sustainable Competitive Advantage
Competing Through the New Marketing Mix
Competing Through Innovation
Competing Through Superior Service and Customer Relationships
Part 5 Implementing the Strategy
Strategic Customer Management and The Strategic Sales Organisation
Strategic Alliances and Networks
Strategy Implementation and Internal Marketing
Corporate Social Responsibility and Ethics
Part 6 Conclusions
Marketing in the Twenty-First Century
References
Index
Erscheinungsdatum | 07.03.2024 |
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Verlagsort | Harlow |
Sprache | englisch |
Maße | 190 x 260 mm |
Gewicht | 1360 g |
Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management | |
ISBN-10 | 1-292-72501-X / 129272501X |
ISBN-13 | 978-1-292-72501-7 / 9781292725017 |
Zustand | Neuware |
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