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