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Marketing strategy & competitive positioning

By: Hooley, Graham
Title By: Piercy, Nigel F | Nicoulaud, Brigitte | Rudd, John M
Publisher: Harlow : Pearson ; c2017.Edition: 6th ed.Description: xv, 569 p. : 24 cm.ISBN: 9781292017310Program: MARK344Other title: Marketing strategy and competitive positioning.Subject(s): Marketing strategyDDC classification: 658.802 HO MA Online resources: Ebook
Summary:
Thoroughly updated with new examples and the latest research findings, this new edition also boasts case studies in each chapter, taken from recent editions of the Financial Times, that illustrate the practical implications of the issues raised.
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Item type Current location Call number Status Notes Date due Barcode Item holds
TEACHER REF Tardis 658.802 HO MA (Browse shelf) Available Feb2020 T0064239
3 DAY LOAN Main Collection 658.802 HO MA (Browse shelf) Checked out Ebook Available 03/14/2020 T0057417
REGULAR Main Collection 658.802 HO MA (Browse shelf) Available T0057418
REGULAR Main Collection 658.802 HO MA (Browse shelf) Available T0057419
Total holds: 0

Chapter 1 - Marketing StrategyChapter 2 - Strategic Marketing PlanningChapter 3 - Competitive Market AnalysisChapter 4 - Customer AnalysisChapter 5 - Competitor Analysis Chapter 6 - Understanding the Organisational Resource BaseChapter 7 - Understanding Current and Future Competitive PositionsChapter 8 - Segmentation and Positioning ResearchChapter 9 - Selecting market targetsChapter 10 - Competitive Positioning StrategiesChapter 11 - Competing through the new marketing mixChapter 12 - Competing through innovationChapter 13 - Competing through superior service and customer relationshipsChapter 14 - Strategic customer managementChapter 15 - Strategic Alliances and networksChapter 16 - Strategy Implementation and Internal MarketingChapter 17 - Corporate Social Responsibility and EthicsChapter 18 - Implementing the Strategy

Thoroughly updated with new examples and the latest research findings, this new edition also boasts case studies in each chapter, taken from recent editions of the Financial Times, that illustrate the practical implications of the issues raised.

MARK344

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