(eBook PDF) Marketing Strategy and Competitive Positioning, 7th Edition – Digital Ebook – Instant Delivery Download
product details:
- ISBN-10 : 1292276541
- ISBN-13 : 978-1292276540
- Author:
For undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management.
Understand and formulate rigorous marketing strategies and differential advantage in today’s marketplace
Marketing Strategy and Competitive Positioning, 7th Edition, by Hooley, Nicoulaud, Rudd and Lee provides a deep understanding of the process of developing and implementing a rigorous marketing strategy. This book focuses on competitive positioning and includes in-depth discussions of the processes used within marketing to achieve competitive advantage in a business environment – by creating and sustaining superior performance in the marketplace. The key approach used in this book is to focus on two central issues in marketing strategy formulation – the identification of target markets, and the creation of a differential advantage. In doing so, it recognises the emergence of potential new target markets born of the recession, increased concern for climate change and disruption from ongoing technological advances. It helps you examine ways in which firms can differentiate offerings through recognition of environmental and social concerns and innovation.
table of contents:
- Ch1: Market-led strategic management
- Ch2: Strategic marketing planning
- Ch3: The changing market environment
- Ch4: Customer analysis
- Ch5: Competitor analysis
- Ch6: Understanding the organisational resource base
- Ch7: Segmentation and positioning principles
- Ch8: Segmentation and positioning research
- Ch9: Selecting market targets
- Ch10: Creating sustainable competitive advantage
- Ch11: Competing through the evolving marketing mix
- Ch12: Competing through innovation
- Ch13: Competing through superior service and customer relationships
- Ch14: Strategic customer management and the strategic sales organisation
- Ch15: Strategic alliances and networks
- Ch16: Strategy implementation and internal marketing
- Ch17: Corporate social responsibility and ethics
- Ch18: Marketing in the twenty-first century
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