TY  - BOOK
AU  - Hooley,Graham J.
AU  - Piercy,Nigel
AU  - Nicoulaud,Brigitte
AU  - Nicolaud,Brigitte
TI  - Marketing strategy and competitive positioning
SN  - 9780273706977 (pbk.) :
AV  - HF5415.127 .H66 2008
U1  - 658.802 HOO 
PY  - 2008///
CY  - Harlow
PB  - Financial Times Prentice Hall
KW  - Marketing
KW  - Management
KW  - Target marketing
KW  - Business planning
KW  - Business and Management
KW  - ukslc
KW  - Business strategy
KW  - thema
KW  - Sales & marketing management
KW  - Sales & marketing
N1  - 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
N2  - 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
ER  -