Amazon cover image
Image from Amazon.com

Marketing strategy & competitive positioning Graham Hooley, Nigel F. Piercy and Brigitte Nicoulaud

By: Contributor(s): Material type: TextTextPublication details: Harlow : Pearson Financial Times/Prentice Hall, c2012.Edition: 5th edDescription: xv, 578 p. : col. ill. ; 27 cmISBN:
  • 9780273740933
Other title:
  • Marketing strategy and competitive positioning
Subject(s): DDC classification:
  • 658.8/02 23
LOC classification:
  • HF5415.127 .H66 2011
Contents:
Marketing strategy -- Market-led strategic management -- Strategic marketing planning -- Competitive market analysis -- The changing market environment -- Customer analysis -- Competitor analysis -- Understanding the organisational resource base -- Forecasting future demand and market requirements -- Identifying current and future competitive positions -- Segmentation and positioning principles -- Segmentation and positioning research -- Selecting market targets -- Competitive positioning strategies -- Creating sustainable competitive advantage -- Competing through the new marketing mix -- Competing through innovation -- Competing through superior service and customer relationships -- Implementing the strategy -- Strategic customer management -- Strategic alliances and networks -- Strategy implementation and internal marketing -- Corporate social responsibility -- Conclusions -- Twenty-first century marketing.
Summary: Hooley (Aston Business School) and Piercy (Warwick Business School) examine the role of marketing in strategy development, the selection of target markets, and different competitive positioning strategies. The approach emphasizes the new responsibility that organizations are defining for marketing as a strategic force rather than just as an operational department. The fourth edition adds three chapters on new technological opportunities, strategic customer management, and corporate social responsibility.
Star ratings
    Average rating: 0.0 (0 votes)
Holdings
Item type Current library Call number Status Date due Barcode
REGULAR University of Wollongong in Dubai Main Collection 658.802 HO MA (Browse shelf(Opens below)) Available T0053521
3 DAY LOAN University of Wollongong in Dubai Main Collection 658.802 HO MA (Browse shelf(Opens below)) Available T0053522
REGULAR University of Wollongong in Dubai Main Collection 658.802 HO MA (Browse shelf(Opens below)) Available T0043875

Marketing strategy -- Market-led strategic management -- Strategic marketing planning -- Competitive market analysis -- The changing market environment -- Customer analysis -- Competitor analysis -- Understanding the organisational resource base -- Forecasting future demand and market requirements -- Identifying current and future competitive positions -- Segmentation and positioning principles -- Segmentation and positioning research -- Selecting market targets -- Competitive positioning strategies -- Creating sustainable competitive advantage -- Competing through the new marketing mix -- Competing through innovation -- Competing through superior service and customer relationships -- Implementing the strategy -- Strategic customer management -- Strategic alliances and networks -- Strategy implementation and internal marketing -- Corporate social responsibility -- Conclusions -- Twenty-first century marketing.

Hooley (Aston Business School) and Piercy (Warwick Business School) examine the role of marketing in strategy development, the selection of target markets, and different competitive positioning strategies. The approach emphasizes the new responsibility that organizations are defining for marketing as a strategic force rather than just as an operational department. The fourth edition adds three chapters on new technological opportunities, strategic customer management, and corporate social responsibility.

MARK344

There are no comments on this title.

to post a comment.