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Marketing Strategy and Competitive Positioning 5e 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.
Product Description
Marketing Strategy and Competitive Positioning 5e 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.
Features + Benefits
Updated to cover recent changes in global economy,
Coverage of the environment/environmental impact and sustainability/green issues are integrated throughout the book,
Each chapter has an opening and closing vignette covering well known marketing campaigns for companies such as Puma, John Lewis, Nike, Dyson and Gillette.
Suitable for undergraduate and post graduate students studying Marketing Management or Marketing Strategy.
Backcover
Hooley et al, Marketing Strategy and Competitive Positioning 5e
Marketing Strategy and Competitive Positioning 5e 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.
New to this edition
Updated to reflect the global economic crisis and its impact on business and marketing
Updated chapters on strategic alliances and networks, and internal marketing
Increased coverage of sustainability and the environment
New vignettes at the beginning of each chapter focusing on companies such as Puma, Aga and Jaeger and including discussion questions
New and updated cases throughout the book including John Lewis, Danone and Nespresso
Online resources include an Instructor’s Manual and PowerPoint slides for instructors, along with additional case studies for students.
The book is ideal for undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management.
About the authors
Graham Hooley is Emeritus Professor of Marketing at Aston University where he was until recently Deputy Vice-Chancellor. He is a past President of the European Marketing Academy, Fellow of the Chartered Institute of Marketing, British Academy of Management, EMAC and the Higher Education Academy.
Nigel F. Piercy is Professor of Marketing & Strategic Management & Associate Dean at Warwick University.
Brigitte Nicolaud is Director of the MBA programme at Aston Business School.
PART I MARKETING STRATEGY
CHAPTER 1 Market-led strategic management
Case Study: Psion
CHAPTER 2 Strategic marketing planning
Case Study: iPhone
PART II COMPTETIVE MARKET ANALYSIS
CHAPTER 3 The Changing Market Environment
Case Study: Virgin Megastore
CHAPTER 4 Customer analysis
Case Study: Procter & Gamble
CHAPTER 5 Competitor analysis
Case Study: Emap
CHAPTER 6 Understanding the Organisational Resource Base
Case Study: Miele
CHAPTER 7 Forecasting future demand and market requirements
Case Study: Boeing
PART III IDENTIFYING CURRENT AND FUTURE COMPETITIVE POSITIONS
CHAPTER 8 Segmentation and positioning principles
Case Study: Internet Exchange
CHAPTER 9 Segmentation and positioning research
Case Study: Asianet, Zee TV, Namaste and more
CHAPTER 10 Selecting market targets
Case Study: B&O
PART IV COMPETITIVE POSITIONING STRATEGIES
CHAPTER 11 Creating Sustainable Competitive Advantage
Case Study: Nokia
CHAPTER 12 Competing through the New Marketing Mix
Case Study: Tyrrell's
CHAPTER 13 Competing through innovation
Case Study: Gillette
CHAPTER 14 Competing through superior service and customer relationships
Case Study: Pret a Manger
PART V: IMPLEMENTING THE STRATEGY
CHAPTER 15 Strategic customer management
Case Study: Xerox
CHAPTER 16 Strategic alliances and networks
Case Study: Yahoo and eBay
CHAPTER 17 Strategy implementation and internal marketing
Case Study: British Airways
CHAPTER 18 Corporate Social Responsibility
Case Study: Ballantyne, Smythson and others
CHAPTER 19 Twenty-first Century Marketing
Case Study: Trend spotting at the Henley Centre and elsewhere
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.
Product Description
Marketing Strategy and Competitive Positioning 5e 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.
Features + Benefits
Updated to cover recent changes in global economy,
Coverage of the environment/environmental impact and sustainability/green issues are integrated throughout the book,
Each chapter has an opening and closing vignette covering well known marketing campaigns for companies such as Puma, John Lewis, Nike, Dyson and Gillette.
Suitable for undergraduate and post graduate students studying Marketing Management or Marketing Strategy.
Backcover
Hooley et al, Marketing Strategy and Competitive Positioning 5e
Marketing Strategy and Competitive Positioning 5e 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.
New to this edition
Updated to reflect the global economic crisis and its impact on business and marketing
Updated chapters on strategic alliances and networks, and internal marketing
Increased coverage of sustainability and the environment
New vignettes at the beginning of each chapter focusing on companies such as Puma, Aga and Jaeger and including discussion questions
New and updated cases throughout the book including John Lewis, Danone and Nespresso
Online resources include an Instructor’s Manual and PowerPoint slides for instructors, along with additional case studies for students.
The book is ideal for undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management.
About the authors
Graham Hooley is Emeritus Professor of Marketing at Aston University where he was until recently Deputy Vice-Chancellor. He is a past President of the European Marketing Academy, Fellow of the Chartered Institute of Marketing, British Academy of Management, EMAC and the Higher Education Academy.
Nigel F. Piercy is Professor of Marketing & Strategic Management & Associate Dean at Warwick University.
Brigitte Nicolaud is Director of the MBA programme at Aston Business School.
PART I MARKETING STRATEGY
CHAPTER 1 Market-led strategic management
Case Study: Psion
CHAPTER 2 Strategic marketing planning
Case Study: iPhone
PART II COMPTETIVE MARKET ANALYSIS
CHAPTER 3 The Changing Market Environment
Case Study: Virgin Megastore
CHAPTER 4 Customer analysis
Case Study: Procter & Gamble
CHAPTER 5 Competitor analysis
Case Study: Emap
CHAPTER 6 Understanding the Organisational Resource Base
Case Study: Miele
CHAPTER 7 Forecasting future demand and market requirements
Case Study: Boeing
PART III IDENTIFYING CURRENT AND FUTURE COMPETITIVE POSITIONS
CHAPTER 8 Segmentation and positioning principles
Case Study: Internet Exchange
CHAPTER 9 Segmentation and positioning research
Case Study: Asianet, Zee TV, Namaste and more
CHAPTER 10 Selecting market targets
Case Study: B&O
PART IV COMPETITIVE POSITIONING STRATEGIES
CHAPTER 11 Creating Sustainable Competitive Advantage
Case Study: Nokia
CHAPTER 12 Competing through the New Marketing Mix
Case Study: Tyrrell's
CHAPTER 13 Competing through innovation
Case Study: Gillette
CHAPTER 14 Competing through superior service and customer relationships
Case Study: Pret a Manger
PART V: IMPLEMENTING THE STRATEGY
CHAPTER 15 Strategic customer management
Case Study: Xerox
CHAPTER 16 Strategic alliances and networks
Case Study: Yahoo and eBay
CHAPTER 17 Strategy implementation and internal marketing
Case Study: British Airways
CHAPTER 18 Corporate Social Responsibility
Case Study: Ballantyne, Smythson and others
CHAPTER 19 Twenty-first Century Marketing
Case Study: Trend spotting at the Henley Centre and elsewhere