Marketing Strategy and Competitive Positioning

ISBN-10: 0273706977

ISBN-13: 9780273706977

Edition: 4th 2008 (Revised)

List price: $226.00
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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.
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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: 2.640
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.

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
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
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
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
Customer analysis
What we need to know about customers
Marketing research
The marketing research process
Organisingcustomer information
Case Study: Procter & Gamble
Competitor analysis
Competitive benchmarking
The dimensions of competitor analysis
Choosing good competitors
Obtaining and disseminating competitive information
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
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
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
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
Case Study: Asianet, Zee TV, Namaste and more
Selecting market targets
The process of market definition
Defining how the market is segmente
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