Marketing Strategy and Competitive Positioning [electronic resource] / Graham Hooley, Brigitte Nicoulaud, John Rudd, Nick Lee.

By: Contributor(s): Publisher: Upper Saddle River : Pearson, 2020Edition: 7th editionDescription: 616 pagesContent type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781292276571 (e-book)
Subject(s): Genre/Form: Online resources: Available additional physical forms:
  • Also available in printed form ISBN 9781292276540
Summary: Marketing Strategy and Competitive Positioning 6e 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. The book is ideal for undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management.
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Marketing Strategy and Competitive Positioning 6e 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. The book is ideal for undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management.

Also available in printed form ISBN 9781292276540

Electronic reproduction. Askews and Holts. Mode of access: World Wide Web.

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