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Marketing strategy and competitive positioning

Author: Graham J Hooley; Nigel Piercy; Brigitte Nicoulaud
Publisher: Harlow, England ; New York : FT Prentice Hall, 2008.
Edition/Format:   Print book : English : 4th edView all editions and formats
Summary:
Thoroughly updated with new examples and the latest research findings, this new edition also boasts 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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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Graham J Hooley; Nigel Piercy; Brigitte Nicoulaud
ISBN: 9780273706977 0273706977
OCLC Number: 156831246
Description: xviii, 614 pages : illustrations ; 25 cm
Contents: pt. 1. Marketing Strategy --
1. Market-led strategic management --
2. Strategic marketing planning --
pt. 2. Competitive Market Analysis --
3. The changing market environment --
4. Customer analysis --
5. Competitor analysis --
6. Understanding the organisational resource base --
7. Forecasting future demand and market requirements --Pt. 3. Identifying Current and Future Competitive Positions --
8. Segmentation and positioning principles --
9. Segmentation and positioning research --
10. Selecting market targets --
pt. 4. Competitive Positioning Strategies --
11. Creating sustainable competitive advantage --
12. Competing through the new marketing mix --
13. Competing through innovation --
14. Competing through superior service and customer relationships --
pt. 5. Implementing the Strategy --
15. Strategic customer management --
16. Strategic alliances and networks --
17. Strategy implementation and internal marketing --
18. Corporate social responsibility --
pt. 6. Conclusions --
19. Twenty-first century marketing.
Responsibility: Graham J. Hooley, Nigel F. Piercy, Brigitte Nicoulaud.
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Abstract:

Thoroughly updated with new examples and the latest research findings, this new edition also boasts case studies in each chapter, taken from recent editions of the Financial Times, that illustrate  Read more...

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