Marketing strategy and competitive positioning / Graham J Hooley; Nigel Piercy; Brigitte Nicoulaud; John M Rudd.
Material type:
TextSeries: Always learningPublisher: Harlow, England : Pearson, 2017Edition: 6th EditionDescription: 1 online resource (xv, 569 pages) : illustrations (colour)Content type: - text
- computer
- online resource
- 1292017341
- 9781292017341
- Business planning
- Marketing -- Management
- Target marketing
- BUSINESS & ECONOMICS / Industrial Management
- BUSINESS & ECONOMICS / Management Science
- BUSINESS & ECONOMICS / Management
- BUSINESS & ECONOMICS / Organizational Behavior
- Business and Management
- Business and Management
- Business planning
- Marketing -- Management
- Target marketing
- Management and Business Studies
- 658.8/02 23
- HF5415.127 .H66 2017
| Item type | Current library | Call number | Status | Date due | Barcode | |
|---|---|---|---|---|---|---|
| E-Resources | Main Library E-Resources | 658.8/02 H784 (Browse shelf(Opens below)) | Available | E000788 |
Previous edition: 2012.
Includes bibliographical references and index.
Chapter 1 -- Marketing Strategy Chapter 2 -- Strategic Marketing Planning Chapter 3 -- Competitive Market Analysis Chapter 4 -- Customer Analysis Chapter 5 -- Competitor Analysis Chapter 6 -- Understanding the Organisational Resource Base Chapter 7 -- Understanding Current and Future Competitive Positions Chapter 8 -- Segmentation and Positioning Research Chapter 9 -- Selecting market targets Chapter 10 -- Competitive Positioning Strategies Chapter 11 -- Competing through the new marketing mix Chapter 12 -- Competing through innovation Chapter 13 -- Competing through superior service and customer relationships Chapter 14 -- Strategic customer management Chapter 15 -- Strategic Alliances and networks Chapter 16 -- Strategy Implementation and Internal Marketing Chapter 17 -- Corporate Social Responsibility and Ethics Chapter 18 -- Implementing the Strategy.
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.
Print version record.
There are no comments on this title.