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Marketing strategy and competitive positioning

By: Hooley, Graham.
Contributor(s): Piercy, Nigel F | Nicoulaud, Brigitte.
Publisher: New Delhi Pearson Education 2009Edition: 4.Description: xvi, 614 P. Paper.ISBN: 978-8131-727-99-7.Subject(s): Target marketing | Marketing ManagementDDC classification: 658.802
Contents:
PART I: Marketing Strategy Market-led strategic management Strategic marketing planning PART II: Comptetive Market Analysis The Changing Market Environment Customer analysis Competitor analysis Understanding the Organisational Resource Base Forecasting future demand and market requirements PART III: Identifying Current and Future Competitive Positions Segmentation and positioning principles Segmentation and positioning research Selecting market targets PART IV: Competitive Positioning Strategies Creating Sustainable Competitive Advantage Competing through the New Marketing Mix Competing through innovation and new product development PART V: Implementing the Strategy Strategic customer management Strategic alliances and networks Strategy implementation and internal marketing Corporate Social Responsibility Twenty-first Century Marketing
Summary: Marketing Strategy and Competitive Positioning deals with the process of developing and implementing a marketing strategy and how these processes can be managed to gain and sustain superior performance in the market place. The 4th edition contains 3 new chapters; Competing Through the New Marketing Mix, Strategic Customer Management, Corporate Social Responsibility. Thoroughly updated with new examples and the latest research findings, this new edition also boasts updates case studies in each chapter, taken from recent editions of the Financial Times, that illustrate the practical implications of the issues raised.
List(s) this item appears in: Book Alert-July-2019
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Item type Current location Call number Status Date due Barcode Item holds
Student Collection Student Collection Main Library
658.802/ Hoo/Pie/Student Collection Jr Batch (Browse shelf) Available 11136742
Student Collection Student Collection Main Library
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Student Collection Student Collection Main Library
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Student Collection Student Collection Main Library
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PART I: Marketing Strategy

Market-led strategic management
Strategic marketing planning


PART II: Comptetive Market Analysis

The Changing Market Environment
Customer analysis
Competitor analysis
Understanding the Organisational Resource Base
Forecasting future demand and market requirements


PART III: Identifying Current and Future Competitive Positions

Segmentation and positioning principles
Segmentation and positioning research
Selecting market targets


PART IV: Competitive Positioning Strategies

Creating Sustainable Competitive Advantage
Competing through the New Marketing Mix
Competing through innovation and new product development


PART V: Implementing the Strategy

Strategic customer management
Strategic alliances and networks
Strategy implementation and internal marketing
Corporate Social Responsibility
Twenty-first Century Marketing

Marketing Strategy and Competitive Positioning deals with the process of developing and implementing a marketing strategy and how these processes can be managed to gain and sustain superior performance in the market place. The 4th edition contains 3 new chapters; Competing Through the New Marketing Mix, Strategic Customer Management, Corporate Social Responsibility. Thoroughly updated with new examples and the latest research findings, this new edition also boasts updates case studies in each chapter, taken from recent editions of the Financial Times, that illustrate the practical implications of the issues raised.

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