Marketing strategy and competitive positioning
By: Graham Hooley, Nigel F. Piercy, and Brigitte Nicoulaud
Contributors: Piercy, Nigel; Nicoulaud, Brigitte
Edition: 5th ed.
Publisher: Pearson Financial Times/Prentice Hall
Published: 2011
Place of publication: New York, NY
Language: eng
Number of pages: 592
ISBN-13: 9780273740933
Subjects: Marketing; Target marketing; Management
Table of contents: title: Marketing strategy; title: Market-led strategic management; title: Strategic marketing planning; title: Competitive market analysis; title: The changing market environment; title: Customer analysis; title: Competitor analysis; title: Understanding the organisational resource base; title: Forecasting future demand and market requirements; title: Identifying current and future competitive positions; title: Segmentation and positioning principles; title: Segmentation and positioning research; title: Selecting market targets; title: Competitive positioning strategies; title: Creating sustainable competitive advantage; title: Competing through the new marketing mix; title: Competing through innovation; title: Competing through superior service and customer relationships; title: Implementing the strategy; title: Strategic customer management; title: Strategic alliances and networks; title: Strategy implementation and internal marketing; title: Corporate social responsibility; title: Conclusions; title: Twenty-first century marketing.