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Marketing Strategy and Competitive Positioning

ISBN-10: 0273655167

ISBN-13: 9780273655169

Edition: 3rd 2004 (Revised)

Authors: Graham J. Hooley, John A. Saunders, Nigel F. Piercy

List price: $89.50
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Description:

Marketing Strategy and Competitive Positioning deals with the process of developing and implementing a marketing strategy. The third edition focuses on competitive positioning at the heart of marketing strategy and includes in-depth discussion of the processes used in marketing to achieve competitive advantage.
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Book details

List price: $89.50
Edition: 3rd
Copyright year: 2004
Publisher: Pearson Education, Limited
Binding: Paperback
Pages: 648
Size: 6.75" wide x 9.00" long x 1.25" tall
Weight: 2.288
Language: English

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
Abbreviations
Marketing Strategy
Market-led strategic management
Strategic marketing planning
Portfolio analysis
Competitive Market Analysis
The changing market environment
Analysis of the competitive environment
Assessment of organisational resources
Customer analysis
Competitor analysis
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
Offensive and defensive competitive strategies
Competing through strategic alliances and networks
Competing through superior service and customer relationships
Competing through innovation
Competing through e-marketing
Implementation through internal marketing
Conclusions
Marketing strategies for the twenty-first century
References
Indices