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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: TextTextPublisher: New York : Pearson Financial Times / Prentice Hall, 2012Edition: 5th edDescription: xv, 578 p. : ill. ; 29 cmISBN: 9780273740933Other title: Marketing strategy and competitive positioninSubject(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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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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