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Marketing strategy and competitive positioning /

by Hooley, Graham J; Piercy, Nigel; Nicoulaud, Brigitte.
Material type: materialTypeLabelBookPublisher: New York, NY : Pearson Financial Times/Prentice Hall, 2011Edition: 5th ed.ISBN: 9780273740933 (pbk.).Subject(s): Target marketing | Marketing -- Management
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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Book Book
Lee Yan Fong Library

Lee Yan Fong Library

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HF5415.127 H66 2011 (Browse shelf) Available 00000980
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HF5415.1265 W84 2012 Content is currency : HF5415.1265 Z558 2013 Social media marketing all-in-one for dummies. HF5415.1265 Z56 2012 Web marketing for dummies / HF5415.127 H66 2011 Marketing strategy and competitive positioning / HF5415.127 L66 2012 Using technology to sell HF5415.127 M398 2012 Market segmentation : HF5415.127 M66 2014 Global marketing and advertising :

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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