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Marketing Strategy and Competitive Positioning eBook, 7th Edition

Graham Hooley
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Marketing Strategy and Competitive Positioning eBook, 7th Edition

By Graham Hooley, Brigitte Nicoulaud, John Rudd, Nick Lee
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Overview
Author
Graham Hooley
...show all
Edition
7th
ISBN
9781292276557
Published Date
17/01/2020
Marketing Strategy and Competitive Positioning 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.

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Table of contents
  • 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