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Marketing Strategy and Competitive Positioning by Graham J. Hooley, John A. Saunders, Nigel F. Piercy is a book available to read on EtoBox.

What is Marketing Strategy and Competitive Positioning about?

Marketing Strategy And Competitive Positioning, 3e Deals With The Process Of Developing And Implementing A Marketing Strategy. The Third Edition Focuses On Competitive Positioning At The Heart Of Marketing Strategy And Includes In-depth Discussion Of The Processes Used In Marketing To Achieve Competitive Advantage.--jacket. Pt. 1. Marketing Strategy -- 1. Market-led Strategic Management -- 2. Strategic Marketing Planning -- 3. Portfolio Analysis -- Pt. 2. Competitive Market Analysis -- 4. The Changing Market Environment -- 5. Analysis Of The Competitive Environment -- 6. Assessment Of Organisational Resources -- 7. Customer Analysis -- 8. Competitor Analysis -- 9. Forecasting Future Demand And Market Requirements -- Pt. 3. Identifying Current And Future Competitive Positions -- 10. Segmentation And Positioning Principles -- 11. Segmentation And Positioning Research -- 12. Selecting Market Targets -- Pt. 4. Competitive Positioning Strategies -- 13. Creating Sustainable Competitive Advantage -- 14. Offensive And Defensive Competitive Strategies -- 15. Competing Through Strategic Alliances And Networks -- 16. Competing Through Superior Service And Customer Relationships -- 17. Competi

Author

Graham J. Hooley, John A. Saunders, Nigel F. Piercy

Publisher

New York: Financial Times/Prentice Hall

Published

2004

Language

EN

ISBN

9786610561377

Subjects

Management, Business, Marketing