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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
Język angielski
ISBN 9781292276540
Kategorie Strategie biznesowe
260.00 PLN (z VAT)
$65.62 / €60.76 / £50.87 /
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Dostawa 2 dni
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Opis książki

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

Spis treści

Preface

Acknowledgements
Publisher’s Acknowledgements


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


References

Index

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