Marketing Strategy and Competitive Positioning

The book Marketing Strategy and Competitive Positioning 6e deals with the process of developing and implementing a marketing strategy. The book 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.

Marketing Strategy and Competitive Positioning

Graham Hooley, Brigitte Nicoulaud, Rudd, John M.

Pearson

2020

Abstract

The book Marketing Strategy and Competitive Positioning 6e deals with the process of developing and implementing a marketing strategy. The book 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.

The book is primarily about creating and sustaining superior performance in the marketplace. It focuses on the two central issues in marketing strategy formulation – the identification of target markets and the creation of a differential advantage. In doing that, it recognises the emergence of new potential target markets born of the recession and increased concern for climate change; and it examines ways in which firms can differentiate their offerings through the recognition of environmental and social concerns.

The contents of the book include 5 parts, 18 chapters:

+ Part 1 Marketing Strategy

- Chapter 1 Market-Led Strategic Management

- Chapter 2 Strategic Marketing Planning

+ Part 2 Competitive Market Analysis

- Chapter 3 The Changing Market Environment

- Chapter 4 Customer Analysis

- Chapter 5 Competitor Analysis

- Chapter 6 Understanding The Organisational Resource Base

+ Part 3 Identifying Current and Future Competitive Positions

- Chapter 7 Segmentation and Positioning Principles

- Chapter 8 Segmentation and Positioning Research

- Chapter 9 Selecting Market Targets

+ Part 4 Competitive Positioning Strategies

- Chapter 10 Creating Sustainable Competitive Advantage

- Chapter 11 Competing Through The Evolving Marketing Mix

- Chapter 12 Competing Through Innovation

- Chapter 13 Competing Through Superior Service and Customer Relationships

+ Part 5 Implementing The Strategy

- Chapter 14 Strategic Customer Management and The Strategic Sales Organisation

- Chapter 15 Strategic Alliances and Networks

- Chapter 16 Strategy Implementation and Internal Marketing

- Chapter 17 Corporate Social Responsibility and Ethics

+ PART 6 Conclusions

- Chapter 18 Marketing in The Twenty-First Century

Citation

Graham Hooley, Brigitte Nicoulaud, Rudd, John M.. Marketing Strategy and Competitive Positioning. Pearson, 2020.

Collection

Bộ sưu tập Lĩnh vực Kinh tế

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