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Marketing Strategy and Competitive Positioning de Brigitte Nicoulaud

Marketing Strategy and Competitive Positioning

Autor Brigitte Nicoulaud, Graham Hooley, John Rudd, Nick Lee, Nigel Piercy
en Limba Engleză Paperback – 14 mai 2024
Marketing Strategy and Competitive Positioning, 8th edition offers a deep understanding of the process for developing and implementing a rigorous marketing strategy. With updated content to reflect current market expectations, this book focuses on the marketing processes to achieve competitive advantage in a business environment.
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Specificații

ISBN-13: 9781292725017
ISBN-10: 129272501X
Pagini: 592
Dimensiuni: 196 x 264 x 34 mm
Greutate: 1.37 kg
Ediția:8 ed
Editura: Pearson Education

Cuprins

Preface
Acknowledgements

Part 1 Marketing Strategy

  1. Market-led Strategic Management
  2. Strategic Marketing Planning

Part 2 Competitive Market Analysis

  • The Changing Market Environment
  • Customer Analysis
  • Competitor Analysis
  • Understanding the Organisational Resource Base

    • Part 3 Identifying Current and Future Competitive Positions

  • Segmentation and Positioning Principles
  • Selecting Market Targets

    • Part 4 Competitive Positioning Strategies

  • Creating Sustainable Competitive Advantage
  • Competing Through the New Marketing Mix
  • Competing Through Innovation
  • Competing Through Superior Service and Customer Relationships

    • Part 5 Implementing the Strategy

  • Strategic Customer Management and The Strategic Sales Organisation
  • Strategic Alliances and Networks
  • Strategy Implementation and Internal Marketing
  • Corporate Social Responsibility and Ethics

    • Part 6 Conclusions

  • Marketing in the Twenty-First Century
    • References
    Index

Notă biografică

Graham Hooleyis Emeritus Professor of Marketing at Aston University. He is past President of the European Marketing Academy and Fellow of the Chartered Institute of Marketing, the British Academy of Management, EMAC and the Higher Education Academy.
Brigitte Nicoulaudis Deputy Head of the Marketing and Strategy Department at Aston Business School.
John M Ruddis a Professor of Marketing and Head of the Marketing Group at Warwick Business School.
Nick Leeis a Professor of Marketing at Warwick Business School. He is an Honorary Life Member of the Academy of Marketing, Fellow of the Higher Education Academy and the Association for Professional Sales.