Marketing Strategy and Competitive Positioning

Graham Hooley, John Saunders, Nigel F. Piercy

622 pages, parution le 01/12/2003 (3^eme édition)

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Résumé

Marketing Strategy and Competitive Positioning deals with the process of developing and implementing a marketing strategy. The third edition focuses on competitive positioning at the heart of marketing strategy and includes in-depth discussion of the processes used in marketing to achieve competitive advantage.

I Marketing strategy
- Market-led strategic management
- Strategic marketing planning
- Portfolio analysis
II Comptetive market analysis
- The Changing Market Environment (New)
- Industry analysis
- Assessment of organizational resources
- Customer analysis
- Competitor analysis
III Identifying current and future competitive positions
- Segmentation and positioning principles
- Segmentation and positioning research
- Selecting market targets
IV Competitive positioning strategies
- Creating Sustainable Competitive Advantage
- Offensive and defensive competitive strategies
- Competing through strategic alliances and networks
- Competing through superior service and customer relationships
- Competing through innovation and new product development
- Competing through e-Marketing (New)
- Implementation through internal marketing
- Marketing strategies for the twenty-first century
- References and further reading indices
- By name

L'auteur - John Saunders

John Saunders is Professor of Marketing, Head of Aston Business School and Pro-Vice Chancellor of Aston University.

Caractéristiques techniques

	PAPIER
Éditeur(s)	Prentice Hall
Auteur(s)	Graham Hooley, John Saunders, Nigel F. Piercy
Parution	01/12/2003
Édition	3^eme édition
Nb. de pages	622
Format	17,5 x 23,5
Couverture	Broché
Poids	1050g
Intérieur	Noir et Blanc
EAN13	9780273655169
ISBN13	978-0-273-65516-9