TY  - BOOK
AU  - Hooley,Graham J.
AU  - Piercy,Nigel
AU  - Nicolaud,Brigitte
TI  - Marketing strategy and competitive positioning
SN  - 9780273706977 (pbk. : alk. paper)
AV  - HF5415.127 .H66 2008
U1  - 658.8/02 22
PY  - 2008///
CY  - Harlow, England, New York
PB  - FT Prentice Hall
KW  - Target marketing
KW  - Marketing
KW  - Management
N1  - Includes bibliographical references (p. 572-598) and index; pt. 1. Marketing Strategy -- 1. Market-led strategic management -- 2. Strategic marketing planning -- pt. 2. Competitive Market Analysis -- 3. The changing market environment -- 4. Customer analysis -- 5. Competitor analysis -- 6. Understanding the organisational resource base -- 7. Forecasting future demand and market requirements --Pt. 3. Identifying Current and Future Competitive Positions -- 8. Segmentation and positioning principles -- 9. Segmentation and positioning research -- 10. Selecting market targets -- pt. 4. Competitive Positioning Strategies -- 11. Creating sustainable competitive advantage -- 12. Competing through the new marketing mix -- 13. Competing through innovation -- 14. Competing through superior service and customer relationships -- pt. 5. Implementing the Strategy -- 15. Strategic customer management -- 16. Strategic alliances and networks -- 17. Strategy implementation and internal marketing -- 18. Corporate social responsibility -- pt. 6. Conclusions -- 19. Twenty-first century marketing
N2  - Thoroughly updated with new examples and the latest research findings, this new edition also boasts case studies in each chapter, taken from recent editions of the Financial Times, that illustrate the practical implications of the issues raised
UR  - http://catdir.loc.gov/catdir/toc/ecip081/2007041193.html
ER  -