Graham Hooley, Nigel Piercy, Brigitte Nicoulaud, John Rudd, Nick Lee

Marketing Strategy and Competitive Positioning (eBook, ePUB)

• Format: ePub

Produktbeschreibung

Develop your knowledge around rigorous marketing strategies and differential advantage in a competitive marketplace

Marketing Strategy and Competitive Positioning, 8th Edition, by Hooley, Nicoulaud, Rudd and Lee, helps you develop an in-depth understanding of how to formulate and implement a successful marketing strategy. By focusing on competitive positioning that lies at the heart of marketing strategy, this text introduces an in-depth discussion of the marketing processes to achieve competitive advantage in a business environment.

This text is suitable for undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management.

Key features include:

• Focus on two central issues in marketing strategy formulation - identifying target markets and creating a differential advantage
• Increased emphasis on competing through differentiation and customer knowledge, including new business models
• Updated content to reflect changed context and various impacts on businesses, consumers/society and marketing activity
• In-depth discussion on the digitalization and technological advances in the world today and their impact on climate change and marketing strategies
• Updated vignettes and new case studies to help you connect marketing principles with practical applications

About the authors:

Graham Hooley is 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 Nicoulaud is Deputy Head of the Marketing and Strategy Department at Aston Business School.

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Produktdetails

• Verlag: Pearson HigherEducation
• Altersempfehlung: ab 18 Jahre
• Erscheinungstermin: 26. April 2024
• Englisch
• ISBN-13: 9781292456720
• Artikelnr.: 70482071

Autorenporträt

Graham Hooley¿is 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 Nicoulaud¿is Deputy Head of the Marketing and Strategy Department at Aston Business School.

John M Rudd¿is a Professor of Marketing and Head of the Marketing Group at Warwick Business School.

Nick Lee¿is 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