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    Marketing strategy and competitive positioning / Graham J. Hooley, Nigel F. Piercy, Brigitte Nicolaud.

    By: Hooley, Graham JContributor(s): Piercy, Nigel | Nicolaud, BrigitteMaterial type: TextTextPublisher: Harlow, England ; New York : FT Prentice Hall, 2008Edition: 4th edDescription: xviii, 614 p. : ill. ; 25 cmISBN: 9780273706977 (pbk. : alk. paper); 0273706977 (pbk. : alk. paper)Subject(s): Target marketing | Marketing -- ManagementDDC classification: 658.8/02 LOC classification: HF5415.127 | .H66 2008Online resources: Table of contents only
    Contents:
    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.
    Summary: 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.
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    Item type Current library Call number Copy number Status Notes Date due Barcode
    Books Books Female Library
    		HF5415.127 .H66 2008 (Browse shelf (Opens below)) 1 Available STACKS 51952000093039
    Books Books Main Library
    		HF5415.127 .H66 2008 (Browse shelf (Opens below)) 1 Available STACKS 51952000120278

    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.

    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.

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