Marketing Strategy and Competitive Positioning

Brigitte Nicoulaud

ISBN 10: 129272501X / ISBN 13: 9781292725017

Editore: Pearson Education, 2024

Codice articolo 010617

Riassunto:

The ideal text to help you develop your knowledge around rigorous marketing strategies from formulation to implementation

Marketing Strategy and Competitive Positioning, 8th Edition, by Hooley, Nicoulaud, Rudd and Lee, helps you grow an in-depth understanding of how to develop and implement a marketing strategy, and achieve sustainable competitive positioning.

This text is suitable for undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management.

By focusing on competitive positioning that lies at the heart of marketing strategy, this text introduces an in-depth discussion of the marketing processes to achieve competitive advantage in a business environment.

Key features include:

• Focus on two central issues in marketing strategy formulation – identifying target markets and creating a differential advantage
• Increased emphasis on competing through differentiation and customer knowledge, including new business models
• Updated content to reflect changed context and impacts on businesses, consumers/society and marketing activity
• Emphasis on competing globally within a digitalization context
• Updated vignettes and new case studies to help you connect marketing principles with practical applications

Dati bibliografici

Titolo: Marketing Strategy and Competitive ...
Casa editrice: Pearson Education
Data di pubblicazione: 2024
Legatura: Soft cover
Condizione: New