Marketing Strategy and Competitive Positioning (Paperback)

Graham Hooley

ISBN 10: 1292276541 / ISBN 13: 9781292276540

Editore: Pearson Education Limited, Harlow, 2020

Riguardo questo articolo

Paperback. Marketing Strategy and Competitive Positioning deals with the process of developing and implementing a marketing strategy. The book 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. The book is primarily about creating and sustaining superior performance in the marketplace. It focuses on the two central issues in marketing strategy formulation the identification of target markets and the creation of a differential advantage. In doing that, it recognises the emergence of new potential target markets born of the recession and increased concern for climate change; and it examines ways in which firms can differentiate their offerings through the recognition of environmental and social concerns. Shipping may be from multiple locations in the US or from the UK, depending on stock availability.

Codice articolo 9781292276540

Dati bibliografici

• Titolo: Marketing Strategy and Competitive Positioning (Paperback)
• Editore: Pearson Education Limited, Harlow
• Data di pubblicazione: 2020
• Lingua: Inglese
• ISBN 10: 1292276541
• ISBN 13: 9781292276540
• Rilegatura: Paperback
• Condizione: new

Descrizione articolo

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.