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Marketing Strategy and Competitive Positioning

Marketing Strategy and Competitive Positioning

  • Graham Hooley
  • John Saunders
  • Nigel F. Piercy
  • Brigitte Nicoulaud
  • Author: Graham Hooley
    • ISBN:9788131727997
    • 10 Digit ISBN:8131727998
    • Price:Rs. 965.00
    • Pages:632
    • Imprint:FT Press
    • Binding:Paperback
    • Status:Not Available

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    Marketing Strategy and Competitive Positioning deals with the process of developing and implementing a marketing strategy and how these processes can be managed to gain and sustain superior performance in the market place.

    The 4th edition contains 3 new chapters; Competing Through the New Marketing Mix, Strategic Customer Management, Corporate Social Responsibility.

    Thoroughly updated with new examples and the latest research findings, this new edition also boasts updates case studies in each chapter, taken from recent editions of the Financial Times, that illustrate the practical implications of the issues raised.

    Table of Content

    PART I: Marketing Strategy
    1. Market-led strategic management
    2. Strategic marketing planning
    PART II: Comptetive Market Analysis
    1. The Changing Market Environment
    2. Customer analysis
    3. Competitor analysis
    4. Understanding the Organisational Resource Base
    5. Forecasting future demand and market requirements
    PART III: Identifying Current and Future Competitive Positions
    1. Segmentation and positioning principles
    2. Segmentation and positioning research
    3. Selecting market targets
    PART IV: Competitive Positioning Strategies
    1. Creating Sustainable Competitive Advantage
    2. Competing through the New Marketing Mix
    3. Competing through innovation and new product development
    PART V: Implementing the Strategy
    1. Strategic customer management
    2. Strategic alliances and networks
    3. Strategy implementation and internal marketing
    4. Corporate Social Responsibility
    5. Twenty-first Century Marketing

    Salient Features