(e-Book) Marketing Strategy and Competitive Positioning 8th Edition (12 Months Digital Access) – Hooley – BNS Supplies and Trading

(e-Book) Marketing Strategy and Competitive Positioning 8th Edition (12 Months Digital Access) – Hooley

Categories: Business & Investment, e-Book/ Digital Access

RM85.00

Product Info

Author: Graham Hooley, Nigel Piercy, Brigitte Nicoulaud, John Rudd, Nick Lee
Publisher: Pearson Education
Language: English
Type: Import
ISBN: 9781292456720 (e-Book)
Edition: 8th Edition
Cover: Ebook and Others
Year: 2024

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Product Description

Marketing Strategy and Competitive Positioning, 8th Edition, by Hooley, Nicoulaud, Rudd and Lee, helps you grow an in-depth understanding of how to develop and implement a marketing strategy, and achieve sustainable competitive positioning. This text is suitable for undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management. By focusing on competitive positioning that lies at the heart of marketing strategy, this text introduces an in-depth discussion of the marketing processes to achieve competitive advantage in a business environment.

Table of Content

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Preface
Acknowledgements
Part 1 Marketing Strategy
1. Market-led Strategic Management
2. Strategic Marketing Planning
Part 2 Competitive Market Analysis
3. The Changing Market Environment
4. Customer Analysis
5. Competitor Analysis
6. Understanding the Organisational Resource Base
Part 3 Identifying Current and Future Competitive Positions
7. Segmentation and Positioning Principles
8. Selecting Market Targets
Part 4 Competitive Positioning Strategies
9. Creating Sustainable Competitive Advantage
10. Competing Through the New Marketing Mix
11. Competing Through Innovation
12. Competing Through Superior Service and Customer Relationships
Part 5 Implementing the Strategy
13. Strategic Customer Management and The Strategic Sales Organisation
14. Strategic Alliances and Networks
15. Strategy Implementation and Internal Marketing
16. Corporate Social Responsibility and Ethics
Part 6 Conclusions
17. Marketing in the Twenty-First Century
References
Index