Marketing strategy and competitive positioning.
Hooley, Graham J.
Marketing strategy and competitive positioning. - 4th ed. / Graham J. Hooley, Nigel F. Piercy, Brigitte Nicoulaud. - Harlow : Financial Times Prentice Hall, 2008. - xviii, 614 p. : ill. ; 25 cm.
Previous ed.: published as by Graham J. Hooley, John A. Saunders, Nigel F. Piercy. 2004. Text on inside cover.
Includes bibliographical references (p. 572-598) and index.
Part 1.Marketing strategy -- 1.Market-led stratgic management -- 2.Strategic marketing planning -- Part 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 -- Part 3.Identifying current and future competitive positions -- 8.Segmentation and positioning principles -- 9.Segmentation and positioning research -- 10.Selecting market targets -- Part 4.Competitive positioning strategies -- 11.Creating sustainable competitive advantage -- 12.Comparing throught the new marketing mix -- 13.Competing througn innovation -- 14.Competing through superior service and customer relationships -- Part 5.Implementing the strategy -- 15.Strategic customer management -- 16.Strategic alliances and networks -- 17.Strategy implementation and internal marketing -- 18.Corporate social responsibility -- Part 6.Conclusions -- 19.Twenty-first century marekting.
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.
9780273706977 (pbk.) : £44.99 9780273706977 (pbk. : alk. paper)
2007041193
Marketing--Management
Target marketing.
Marketing.
Business planning.
Business and Management.
Business strategy
Sales & marketing management
Sales & marketing
HF5415.127 / .H66 2008
658.802 HOO
Marketing strategy and competitive positioning. - 4th ed. / Graham J. Hooley, Nigel F. Piercy, Brigitte Nicoulaud. - Harlow : Financial Times Prentice Hall, 2008. - xviii, 614 p. : ill. ; 25 cm.
Previous ed.: published as by Graham J. Hooley, John A. Saunders, Nigel F. Piercy. 2004. Text on inside cover.
Includes bibliographical references (p. 572-598) and index.
Part 1.Marketing strategy -- 1.Market-led stratgic management -- 2.Strategic marketing planning -- Part 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 -- Part 3.Identifying current and future competitive positions -- 8.Segmentation and positioning principles -- 9.Segmentation and positioning research -- 10.Selecting market targets -- Part 4.Competitive positioning strategies -- 11.Creating sustainable competitive advantage -- 12.Comparing throught the new marketing mix -- 13.Competing througn innovation -- 14.Competing through superior service and customer relationships -- Part 5.Implementing the strategy -- 15.Strategic customer management -- 16.Strategic alliances and networks -- 17.Strategy implementation and internal marketing -- 18.Corporate social responsibility -- Part 6.Conclusions -- 19.Twenty-first century marekting.
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.
9780273706977 (pbk.) : £44.99 9780273706977 (pbk. : alk. paper)
2007041193
Marketing--Management
Target marketing.
Marketing.
Business planning.
Business and Management.
Business strategy
Sales & marketing management
Sales & marketing
HF5415.127 / .H66 2008
658.802 HOO