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Marketing Strategy and Competitive Positioning, 7th Edition

Marketing Strategy and Competitive Positioning, 7th Edition

Autorzy
Wydawnictwo Pearson Education
Data wydania 01/01/2020
Wydanie 7
Liczba stron 616
Forma publikacji książka w miękkiej oprawie
Poziom zaawansowania Dla szkół wyższych i kształcenia podyplomowego
Język angielski
ISBN 9781292276540
Kategorie Strategie biznesowe, Sprzedaż i zarządzanie marketingowe, Sprzedaż i marketing
Zastępuje 9781292017310
256.54 PLN (z VAT)
$68.02 / €57.63 / £52.49 /
Produkt na zamówienie
Dostawa 3-4 tygodnie
Ilość
Do schowka

Opis książki

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.

 

Pearson, the world’s learning company.

Marketing Strategy and Competitive Positioning, 7th Edition

Spis treści

Preface

Acknowledgements
Publisher’s Acknowledgements


Part 1: MARKETING STRATEGY

1. Market-led strategic 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

 

Part 3: IDENTIFYING CURRENT AND FUTURE COMPETITIVE POSITIONS

7. Segmentation and positioning principles

8. Segmentation and positioning research

9. Selecting market targets

 

Part 4: COMPETITIVE POSITIONING STRATEGIES

10. Creating sustainable competitive advantage

11. Competing through the evolving marketing mix

12. Competing through innovation

13. Competing through superior service and customer relationships

 

Part 5: IMPLEMENTING THE STRATEGY

14. Strategic customer management and the strategic sales organisation

15. Strategic alliances and networks

16. Strategy implementation and internal marketing

17. Corporate social responsibility and ethics

 

Part 6: CONCLUSIONS

18. Marketing in the twenty-first century


References

Index

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