| 000 | 01874 a2200253 4500 | ||
|---|---|---|---|
| 999 |
_c38179 _d38179 |
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| 001 | nam a22 7a 4500 | ||
| 020 | _a9781292276540 | ||
| 082 | _a658.802 HO MA | ||
| 100 |
_aHooley, Graham _98646 |
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| 245 |
_aMarketing strategy & competitive positioning _cGraham Hooley ... [et al]. |
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| 246 | _aMarketing strategy and competitive positioning | ||
| 250 | _a7th ed. | ||
| 260 |
_aHarlow : _bPearson ; _cc2020. |
||
| 300 |
_axv, 569 p. : _c24 cm. |
||
| 505 | _aChapter 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 | ||
| 520 | _aThoroughly 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. | ||
| 526 | _aMARK344 | ||
| 650 |
_aMarketing strategy _9532 |
||
| 700 |
_aPiercy, Nigel F. _98647 |
||
| 700 |
_aNicoulaud, Brigitte _98648 |
||
| 700 |
_aRudd, John M. _98649 |
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| 856 |
_uhttps://uow.primo.exlibrisgroup.com/permalink/61UOW_INST/1a3f0tj/alma991003362207106666 _zEbook |
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| 942 | _cREGULAR | ||