|Forma publikacji||książka w miękkiej oprawie|
Marketing Strategy and Competitive Positioning 6e deals with the process of developing and implementing a marketing strategy. The book focuses on competitive positioning at the heart of marketing strategy and includes in-depth discussion of the processes used in marketing to achieve competitive advantage.
The book is primarily about creating and sustaining superior performance in the marketplace. It focuses on the two central issues in marketing strategy formulation – the identification of target markets and the creation of a differential advantage. In doing that, it recognises the emergence of new potential target markets born of the recession and increased concern for climate change; and it examines ways in which firms can differentiate their offerings through the recognition of environmental and social concerns.
The book is ideal for undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management.
Marketing Strategy and Competitive Positioning, 7th Edition
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