Marketing Strategy & Competitive Positioning （5 PAP/PSC）

Hooley, Graham/ Piercy, Nigel F./ Nicoulaud, Brigitte

Pearson College Div（2013/01発売）

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製本 Paperback:紙装版/ペーパーバック版／ページ数 578 p.
言語 ENG
商品コード 9780273740933
DDC分類 380

Full Description

Marketing Strategy and Competitive Positioning 5e deals with the process of developing and implementing a marketing strategy. The book focuses on competitive positioning at the heart of marketing strategy and includes in-depth discussion of the processes used in marketing to achieve competitive advantage. The book is primarily about creating and sustaining superior performance in the marketplace. It focuses on the two central issues in marketing strategy formulation ﾂ the identification of target markets and the creation of a differential advantage. In doing that, it recognises the emergence of new potential target markets born of the recession and increased concern for climate change; and it examines ways in which firms can differentiate their offerings through the recognition of environmental and social concerns.

PART I MARKETING STRATEGYCHAPTER 1 Market-led strategic management Case Study: PsionCHAPTER 2 Strategic marketing planningCase Study: iPhonePART II COMPTETIVE MARKET ANALYSISCHAPTER 3 The Changing Market Environment Case Study: Virgin MegastoreCHAPTER 4 Customer analysis Case Study: Procter & GambleCHAPTER 5 Competitor analysis Case Study: EmapCHAPTER 6 Understanding the Organisational Resource BaseCase Study: MieleCHAPTER 7 Forecasting future demand and market requirementsCase Study: BoeingPART III IDENTIFYING CURRENT AND FUTURE COMPETITIVE POSITIONSCHAPTER 8 Segmentation and positioning principles Case Study: Internet ExchangeCHAPTER 9 Segmentation and positioning research Case Study: Asianet, Zee TV, Namaste and moreCHAPTER 10 STRATEGIESCHAPTER 11 Creating Sustainable Competitive AdvantageCase Study: Nokia CHAPTER 12 Competing through the New Marketing MixCase Study: Tyrrell'sCHAPTER 13 Competing through innovation Case Study: GilletteCHAPTER 14 Competing through superior service and customer relationshipsCase Study: Pret a MangerPART V: IMPLEMENTING THE STRATEGYCHAPTER 15 Strategic customer managementCase Study: XeroxCHAPTER 16 Strategic alliances and networks Case Study: Yahoo and eBayCHAPTER 17 Strategy implementation and internal marketingCase Study: British AirwaysCHAPTER 18 Corporate Social Responsibility Case Study: Ballantyne, Smythson and othersCHAPTER 19 Twenty-first Century MarketingCase Study: Trend spotting at the Henley Centre and elsewhere