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Marketting Strategy & Competitive Positioning, 6e by Graham Hooley,Nigel Piercy,Brigitte Nicoulaud,John Rudd is a nonfiction available to read on EtoBox.

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Cover 1 Brief Contents 6 Contents 8 Preface 12 Acknowledgements 14 Publisher’s acknowledgements 15 PART 1 MARKETING STRATEGY 18 CHAPTER 1 MARKET-LED STRATEGIC MANAGEMENT 19 Introduction 20 1.1 The marketing concept and market orientation 21 1.2 The resource-based view of marketing 27 1.3 Organisational stakeholders 29 1.4 Marketing fundamentals 34 1.5 The role of marketing in leading strategic management 38 Summary 40 Case study: Lego builds new dimension with digital vision 40 CHAPTER 2 STRATEGIC MARKETING PLANNING 43 Introduction 44 2.1 Defining the business purpose or mission 45 2.2 The marketing strategy process 48 2.3 Establishing the core strategy 49 2.4 Creation of the competitive positioning 58 2.5 Implementation 61 Summary 65 Case study: Amazon eyes online sales boost through ‘Fire’ smartphone 65 PART 2 COMPETITIVE MARKET ANALYSIS 68 CHAPTER 3 THE CHANGING MARKET ENVIRONMENT 69 Introduction 70 3.1 A framework for macro-environmental analysis 71 3.2 The economic and political environment 72 3.3 The social and cultural environment 74 3.4 The technological environment 78 3.5 Changes in marketing infrastructure and practices 79 3.6 New strategies for changing macro-envir

Who reads Marketting Strategy & Competitive Positioning, 6e?

Author

Graham Hooley,Nigel Piercy,Brigitte Nicoulaud,John Rudd

Published

2017

Language

EN

Category

nonfiction

Subjects

Business, Sales & Marketing