Marketing Strategy and Competitive Positioning, 8th edition offers a deep understanding of the process for developing and implementing a rigorous marketing strategy. With updated content to reflect current market expectations, this book focuses on the marketing processes to achieve competitive advantage in a business environment.
Marketing Strategy and Competitive Positioning, 8th edition offers a deep understanding of the process for developing and implementing a rigorous marketing strategy. With updated content to reflect current market expectations, this book focuses on the marketing processes to achieve competitive advantage in a business environment.
Graham Hooleyis Emeritus Professor of Marketing at Aston University. He is past President of the European Marketing Academy and Fellow of the Chartered Institute of Marketing, the British Academy of Management, EMAC and the Higher Education Academy. Brigitte Nicoulaudis Deputy Head of the Marketing and Strategy Department at Aston Business School. John M Ruddis a Professor of Marketing and Head of the Marketing Group at Warwick Business School. Nick Leeis a Professor of Marketing at Warwick Business School. He is an Honorary Life Member of the Academy of Marketing, Fellow of the Higher Education Academy and the Association for Professional Sales.
Inhaltsangabe
Preface Acknowledgements Part 1 Marketing Strategy 1. Market-led Strategic Management 2. Strategic Marketing Planning Part 2 Competitive Market Analysis 1. The Changing Market Environment 2. Customer Analysis 3. Competitor Analysis 4. Understanding the Organisational Resource Base Part 3 Identifying Current and Future Competitive Positions 5. Segmentation and Positioning Principles 6. Selecting Market Targets Part 4 Competitive Positioning Strategies 7. Creating Sustainable Competitive Advantage 8. Competing Through the New Marketing Mix 9. Competing Through Innovation 10. Competing Through Superior Service and Customer Relationships Part 5 Implementing the Strategy 11. Strategic Customer Management and The Strategic Sales Organisation 12. Strategic Alliances and Networks 13. Strategy Implementation and Internal Marketing 14. Corporate Social Responsibility and Ethics Part 6 Conclusions 15. Marketing in the Twenty-First Century References Index
Preface Acknowledgements Part 1 Marketing Strategy 1. Market-led Strategic Management 2. Strategic Marketing Planning Part 2 Competitive Market Analysis 1. The Changing Market Environment 2. Customer Analysis 3. Competitor Analysis 4. Understanding the Organisational Resource Base Part 3 Identifying Current and Future Competitive Positions 5. Segmentation and Positioning Principles 6. Selecting Market Targets Part 4 Competitive Positioning Strategies 7. Creating Sustainable Competitive Advantage 8. Competing Through the New Marketing Mix 9. Competing Through Innovation 10. Competing Through Superior Service and Customer Relationships Part 5 Implementing the Strategy 11. Strategic Customer Management and The Strategic Sales Organisation 12. Strategic Alliances and Networks 13. Strategy Implementation and Internal Marketing 14. Corporate Social Responsibility and Ethics Part 6 Conclusions 15. Marketing in the Twenty-First Century References Index
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