Hooley, Graham J.

Marketing strategy and competitive positioning / Graham Hooley, Nigel F. Piercy, and Brigitte Nicoulaud. - 5th ed. - New York, NY : Pearson Financial Times/Prentice Hall, 2011.

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.

9780273740933 (pbk.)


Target marketing.

HF5415.127 / H66 2011


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