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Marketing strategy & competitive positioning / Graham Hooley, Nigel F. Piercy, Brigitte Nicoulaud.

By: Hooley, Graham J.
Contributor(s): Piercy, Nigel | Nicoulaud, Brigitte.
Material type: materialTypeLabelBookPublisher: New York : Pearson Financial Times / Prentice Hall, 2012Edition: 5th ed.Description: xv, 578 p. : ill. ; 29 cm.ISBN: 9780273740933.Other title: Marketing strategy and competitive positionin.Subject(s): Target marketing | Marketing -- Management | | BAEPS, Business Administration September2012 October2016DDC classification: 658.802
Contents:
Marketing strategy -- Market-led strategic management -- Strategic marketing planning -- Competitive market analysis -- The changing market environment -- Customer analysis -- Competitor analysis -- Understanding the organisational resource base -- Forecasting future demand and market requirements -- Identifying current and future competitive positions -- Segmentation and positioning principles -- Segmentation and positioning research -- Selecting market targets -- Competitive positioning strategies -- Creating sustainable competitive advantage -- Competing through the new marketing mix -- Competing through innovation -- Competing through superior service and customer relationships -- Implementing the strategy -- Strategic customer management -- Strategic alliances and networks -- Strategy implementation and internal marketing -- Corporate social responsibility -- Conclusions -- Twenty-first century marketing.
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Baccah 658.802 HOO (Browse shelf) 3 Checked out 01/11/2017 000027434
Book - Borrowing Book - Borrowing Central Library
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Baccah 658.802 HOO (Browse shelf) 3 Available 000027435
Book - Borrowing Book - Borrowing Central Library
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Baccah 658.802 HOO (Browse shelf) 3 Checked out 22/09/2019 000027436
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Marketing strategy -- Market-led strategic management -- Strategic marketing planning -- Competitive market analysis -- The changing market environment -- Customer analysis -- Competitor analysis -- Understanding the organisational resource base -- Forecasting future demand and market requirements -- Identifying current and future competitive positions -- Segmentation and positioning principles -- Segmentation and positioning research -- Selecting market targets -- Competitive positioning strategies -- Creating sustainable competitive advantage -- Competing through the new marketing mix -- Competing through innovation -- Competing through superior service and customer relationships -- Implementing the strategy -- Strategic customer management -- Strategic alliances and networks -- Strategy implementation and internal marketing -- Corporate social responsibility -- Conclusions -- Twenty-first century marketing.

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