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OverviewDevelop your knowledge around rigorous marketing strategies from formulation to implementation Marketing Strategy and Competitive Positioning, 8th Edition, by Hooley, Nicoulaud, Rudd and Lee, helps you grow an in-depth understanding of how to develop and implement a marketing strategy, and achieve sustainable competitive positioning. This text is suitable for undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management. By focusing on competitive positioning that lies at the heart of marketing strategy, this text introduces an in-depth discussion of the marketing processes to achieve competitive advantage in a business environment. Full Product DetailsAuthor: Graham Hooley , Nigel Piercy , Brigitte Nicoulaud , John RuddPublisher: Pearson Education Limited Imprint: Pearson Education Limited Edition: 8th edition Dimensions: Width: 19.00cm , Height: 2.30cm , Length: 26.00cm Weight: 1.360kg ISBN: 9781292725017ISBN 10: 129272501 Pages: 592 Publication Date: 15 May 2024 Audience: College/higher education , Tertiary & Higher Education Format: Paperback Publisher's Status: Active Availability: In stock  We have confirmation that this item is in stock with the supplier. It will be ordered in for you and dispatched immediately. Table of ContentsPreface Acknowledgements Part 1 Marketing Strategy Market-led Strategic Management Strategic Marketing Planning Part 2 Competitive Market Analysis The Changing Market Environment Customer Analysis Competitor Analysis Understanding the Organisational Resource Base Part 3 Identifying Current and Future Competitive Positions Segmentation and Positioning Principles Selecting Market Targets Part 4 Competitive Positioning Strategies Creating Sustainable Competitive Advantage Competing Through the New Marketing Mix Competing Through Innovation Competing Through Superior Service and Customer Relationships Part 5 Implementing the Strategy Strategic Customer Management and The Strategic Sales Organisation Strategic Alliances and Networks Strategy Implementation and Internal Marketing Corporate Social Responsibility and Ethics Part 6 Conclusions Marketing in the Twenty-First Century References IndexReviewsAuthor InformationGraham Hooley is Emeritus Professor of Marketing at Aston University. He is past President of the European Marketing Academy and Fellow of the Chartered Institute of Marketing, the British Academy of Management, EMAC and the Higher Education Academy. Brigitte Nicoulaud is Deputy Head of the Marketing and Strategy Department at Aston Business School. John M Rudd is a Professor of Marketing and Head of the Marketing Group at Warwick Business School. Nick Lee is a Professor of Marketing at Warwick Business School. He is an Honorary Life Member of the Academy of Marketing, Fellow of the Higher Education Academy and the Association for Professional Sales. Tab Content 6Author Website:Countries AvailableAll regions |
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