Marketing Strategy and Competitive Positioning

ISBN-10: 0273706977
ISBN-13: 9780273706977
Edition: 4th 2008 (Revised)
List price: $226.00
30 day, 100% satisfaction guarantee

If an item you ordered from TextbookRush does not meet your expectations due to an error on our part, simply fill out a return request and then return it by mail within 30 days of ordering it for a full refund of item cost.

Learn more about our returns policy

Description: 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 theFinancial Times, that illustrate the practical implications of the issues  More...

what's this?
Rush Rewards U
Members Receive:
coins
coins
You have reached 400 XP and carrot coins. That is the daily max!

Study Briefs

Limited time offer: Get the first one free! (?)

All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.

Add to cart
Study Briefs
History of Western Art Online content $4.95 $1.99
Add to cart
Study Briefs
History of World Philosophies Online content $4.95 $1.99
Add to cart
Study Briefs
American History Volume 1 Online content $4.95 $1.99
Add to cart
Study Briefs
History of Western Music Online content $4.95 $1.99

Customers also bought

Loading
Loading
Loading
Loading
Loading
Loading
Loading
Loading
Loading
Loading

Book details

List price: $226.00
Edition: 4th
Copyright year: 2008
Publisher: Prentice Hall PTR
Publication date: 1/28/2008
Binding: Paperback
Pages: 636
Size: 7.25" wide x 9.75" long x 1.50" tall
Weight: 1.144
Language: English

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 theFinancial Times, that illustrate the practical implications of the issues raised.

Graham Hooley is Emeritus Professor of Marketing at Aston University where he was until recently Deputy Vice-Chancellor. He is a past President of the European Marketing Academy, Fellow of the Chartered Institute of Marketing, British Academy of Management, EMAC and the Higher Education Academy.

Preface
Acknowledgements
Marketing Strategy
Market-led strategic management
The marketing concept and market orientation
The resource based view of marketing
Organizational Stakeholders
Marketing Fundamentals
The role of marketing in leading strategic management
Summary
Case Study: Psion
Strategic marketing planning
Defining the Business Purpose or Mission
The Marketing Strategy Process
Establishing the Core Strategy
Creation of the competitive position
Implementation
Summary
Case Study: iPhone
Comptetive Market Analysis
The Changing Market Environment
A framework for macro-environmental analysis
The Economic and Political Environment
The Social and Cultural Environment
The Technological Environment
Changes in Marketing Infrastructure and Practices
New Strategies for Changing Macro-environments
The Five Forces Model of industry competition
The Product Life Cycle
Strategic groups
Industry evolution and forecasting
Environmental stability
SPACE analysis
The Advantage Matrix
Summary
Case Study: Virgin MegastorePortfolio analysis
Portfolio planning
The Boston Consulting Group Growth-Share Matrix
Multi-factor approaches to portfolio modelling
The process of portfolio planning
Financial portfolio theory
Competence portfolio
Conclusions
Customer analysis
What we need to know about customers
Marketing research
The marketing research process
Organisingcustomer information
Summary
Case Study: Procter & Gamble
Competitor analysis
Competitive benchmarking
The dimensions of competitor analysis
Choosing good competitors
Obtaining and disseminating competitive information
Summary
Case Study: Emap
Understanding the Organisational Resource Base
Marketing Resources as the Foundation for Differentiation
Value Creating Disciplines
The resource-based view of the firm
Creating and exploiting marketing assets
Developing Marketing Capabilities
Dynamic Marketing Capabilities
Resource portfolios
Developing and exploiting resources
Summary
Case Study: Miele
Forecasting future demand and market requirements
Forecasting what?
Forecasts based on current demand
Forecasts based on past demand
Forecasting through experimentation
Forecasting through intentions and expert opinion
Summary
Case Study: Boeing
Identifying Current And Future Competitive Positions
Segmentation and positioning principles
Principles of competitive positioning
Principles of market segmentation
The underlying premises of market segmentation
Bases for segmenting markets
Segmenting consumer markets
Segmentingbusiness markets
Identifying and describing market segments
The benefits of segmenting markets
Implementing market segmentation
Summary
Case Study: Internet Exchange
Segmentation and positioning research
A priori segmentation approaches
Post-hoc/cluster-based segmentation approaches
Qualitative approaches to positioning research
Quantitative approaches to positioning research
Summary
Case Study: Asianet, Zee TV, Namaste and more
Selecting market targets
The process of market definition
Defining how the market is segmente

×
Free shipping on orders over $35*

*A minimum purchase of $35 is required. Shipping is provided via FedEx SmartPost® and FedEx Express Saver®. Average delivery time is 1 – 5 business days, but is not guaranteed in that timeframe. Also allow 1 - 2 days for processing. Free shipping is eligible only in the continental United States and excludes Hawaii, Alaska and Puerto Rico. FedEx service marks used by permission."Marketplace" orders are not eligible for free or discounted shipping.

Learn more about the TextbookRush Marketplace.

×