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Marketing Strategy and Competitive Positioning, 5th Edition
The book is primarily about creating and sustaining superior performance in the marketplace. Civil and Environmental Engineering: If you do not have an IRC account, you can request access here.
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Marketing Strategy and Competitive Positioning, 6th, Hooley | Buy Online at Pearson
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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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Marketing strategy and competitive positioning - WRAP: Warwick Research Archive Portal
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