Marketing strategy and competitive positioning /
Hooley, Graham J.
Marketing strategy and competitive positioning / Graham Hooley, Nigel F. Piercy, and Brigitte Nicoulaud - 5th ed. - New York, NY : Pearson Financial Times/Prentice Hall, 2012 - xv, 578 p. : col. ill. ; 27 cm.
Includes bibliographical references (p. [529]-550) and indexes
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
9780273740933 (pbk.)
Target marketing
Marketing--Management
Marketing strategy and competitive positioning / Graham Hooley, Nigel F. Piercy, and Brigitte Nicoulaud - 5th ed. - New York, NY : Pearson Financial Times/Prentice Hall, 2012 - xv, 578 p. : col. ill. ; 27 cm.
Includes bibliographical references (p. [529]-550) and indexes
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
9780273740933 (pbk.)
Target marketing
Marketing--Management