Marketing Strategy and Competitive Positioning

Hooley, Graham, Rudd, John, Piercy, Nigel, Lee, Nick, Nicoulaud, Brigitte

ISBN 10: 1292276541 / ISBN 13: 9781292276540

Editore: Pearson Education, 2020

Former library copy. Pages intact with possible writing/highlighting. Binding strong with minor wear. Dust jackets/supplements may not be included. Includes library markings. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good. Codice articolo 49878154-20

Riassunto:

For undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management.

 

Understand and formulate rigorous marketing strategies and differential advantage in today’s marketplace

 

Marketing Strategy and Competitive Positioning, 7th Edition, by Hooley, Nicoulaud, Rudd and Lee provides a deep understanding of the process of developing and implementing a rigorous marketing strategy. This book focuses on competitive positioning and includes in-depth discussions of the processes used within marketing to achieve competitive advantage in a business environment - by creating and sustaining superior performance in the marketplace. The key approach used in this book is to focus on two central issues in marketing strategy formulation – the identification of target markets, and the creation of a differential advantage. In doing so, it recognises the emergence of potential new target markets born of the recession, increased concern for climate change and disruption from ongoing technological advances. It helps you examine ways in which firms can differentiate offerings through recognition of environmental and social concerns and innovation.

 

Pearson, the world’s learning company.

Informazioni sull?autore:

Graham Hooley is Emeritus Professor of Marketing at Aston University. He is a past President of the European Marketing Academy, Fellow of the Chartered Institute of Marketing, British Academy of Management, EMAC and the Higher Education Academy.

 

Brigitte Nicoulaud is Deputy Head of the Marketing and Strategy Department at Aston Business School.

 

John M Rudd is a Professor of Marketing and Head of the Marketing Group at Warwick Business School.

 

Nick Lee is a Professor of Marketing at Warwick Business School. He is an Honorary Life Member of the Academy of Marketing, Fellow of the Higher Education Academy and the Association for Professional Sales.

Dati bibliografici

Titolo: Marketing Strategy and Competitive ...
Casa editrice: Pearson Education
Data di pubblicazione: 2020
Legatura: Brossura
Condizione: Very Good