Marketing Strategy and Competitive Positioning （7TH）

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Marketing Strategy and Competitive Positioning （7TH）

Hooley, Graham/ Piercy, Nigel/ Nicoulaud, Brigitte

ウェブストア価格 ¥17,905（本体¥16,278）
Pearson Education Limited（2020/01発売）
外貨定価 UK£ 61.99
ポイント 162pt

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製本 Paperback:紙装版/ペーパーバック版／ページ数 616 p.
言語 ENG
商品コード 9781292276540
DDC分類 658.8

Full Description

For undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management.

Understand and formulate rigorous marketing strategies and differential advantage in today's marketplace

Marketing Strategy and Competitive Positioning, 7th Edition, by Hooley, Nicoulaud, Rudd and Lee provides a deep understanding of the process of developing and implementing a rigorous marketing strategy. This book focuses on competitive positioning and includes in-depth discussions of the processes used within marketing to achieve competitive advantage in a business environment - by creating and sustaining superior performance in the marketplace. The key approach used in this book is to focus on two central issues in marketing strategy formulation - the identification of target markets, and the creation of a differential advantage. In doing so, it recognises the emergence of potential new target markets born of the recession, increased concern for climate change and disruption from ongoing technological advances. It helps you examine ways in which firms can differentiate offerings through recognition of environmental and social concerns and innovation.

Pearson, the world's learning company.

Preface

Acknowledgements
Publisher's Acknowledgements

Part 1: MARKETING STRATEGY

1. Market-led strategic management

2. Strategic marketing planning

Part 2: COMPETITIVE MARKET ANALYSIS

3. The changing market environment

4. Customer analysis

5. Competitor analysis

6. Understanding the organisational resource base

Part 3: IDENTIFYING CURRENT AND FUTURE COMPETITIVE POSITIONS

7. Segmentation and positioning principles

8. Segmentation and positioning research

9. Selecting market targets

Part 4: COMPETITIVE POSITIONING STRATEGIES

10. Creating sustainable competitive advantage

11. Competing through the evolving marketing mix

12. Competing through innovation

13. Competing through superior service and customer relationships

Part 5: IMPLEMENTING THE STRATEGY

14. Strategic customer management and the strategic sales organisation

15. Strategic alliances and networks

16. Strategy implementation and internal marketing

17. Corporate social responsibility and ethics

Part 6: CONCLUSIONS

18. Marketing in the twenty-first century

References

Index