Marketing strategy and competitive positioning / Graham Hooley, Nigel F. Piercy, and Brigitte Nicoulaud
Material type:
TextPublication details: New York, NY : Pearson Financial Times/Prentice Hall, 2012Edition: 5th edDescription: xv, 578 p. : col. ill. ; 27 cmISBN: - 9780273740933 (pbk.)
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|---|
Open Shelf
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UMPLIB PEKAN | HF5415.127 .H66 2012 (Browse shelf(Opens below)) | 1 | Available | 0000067890 |
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