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    Marketing Strategy and Competitive Positioning (Paperback) By (author) Graham J. Hooley, By (author) Brigitte Nicoulaud, By (author) Nigel F. Piercy

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    DescriptionMarketing Strategy and Competitive Positioning 5e 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.


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    Title
    Marketing Strategy and Competitive Positioning
    Authors and contributors
    By (author) Graham J. Hooley, By (author) Brigitte Nicoulaud, By (author) Nigel F. Piercy
    Physical properties
    Format: Paperback
    Number of pages: 592
    Width: 194 mm
    Height: 264 mm
    Thickness: 24 mm
    Weight: 1,039 g
    Language
    English
    ISBN
    ISBN 13: 9780273740933
    ISBN 10: 0273740938
    Classifications

    BIC E4L: BUS
    B&T Book Type: NF
    Nielsen BookScan Product Class 3: S4.3
    B&T Merchandise Category: TXT
    B&T Modifier: Region of Publication: 03
    BIC subject category V2: KJS
    B&T Modifier: Subject Development: 10
    LC classification: HF
    B&T General Subject: 180
    Ingram Subject Code: BE
    Libri: WETT1094
    B&T Modifier: Academic Level: 02
    B&T Modifier: Text Format: 06
    LC subject heading:
    BISAC V2.8: BUS043000
    Warengruppen-Systematik des deutschen Buchhandels: 17860
    BISAC V2.8: BUS043020
    DC22: 658.802
    Abridged Dewey: 380
    LC subject heading:
    Libri: ABSA3050, MARK3600, VERM0600
    DC23: 658.802
    Ingram Theme: ASPT/BUSNAS
    Thema V1.0: KJS
    Edition
    5, Revised
    Edition statement
    5th Revised edition
    Illustrations note
    ill
    Publisher
    Pearson Education Limited
    Imprint name
    FINANCIAL TIMES PRENTICE HALL
    Publication date
    07 January 2013
    Publication City/Country
    Harlow
    Author Information
    Graham Hooley is Emeritus Professor of Marketing at Aston University where he was until recently Deputy Vice-Chancellor. 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.
    Back cover copy
    "Hooley et al, Marketing Strategy and Competitive Positioning 5e ""Marketing Strategy and Competitive Positioning" 5e 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.New to this editionUpdated to reflect the global economic crisis and its impact on business and marketing Updated chapters on strategic alliances and networks, and internal marketing Increased coverage of sustainability and the environment New vignettes at the beginning of each chapter focusing on companies such as Puma, Aga and Jaeger and including discussion questions New and updated cases throughout the book including John Lewis, Danone and Nespresso Online resources include an Instructor's Manual and PowerPoint slides for instructors, along with additional case studies for students. The book is ideal for undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management. About the authorsGraham Hooley is Emeritus Professor of Marketing at Aston University where he was until recently Deputy Vice-Chancellor. 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.Nigel F. Piercy is Professor of Marketing & Strategic Management & Associate Dean at Warwick University.Brigitte Nicolaud is Director of the MBA programme at Aston Business School.
    Table of contents
    PART I MARKETING STRATEGY CHAPTER 1 Market-led strategic management Case Study: Psion CHAPTER 2 Strategic marketing planning Case Study: iPhone PART II COMPTETIVE MARKET ANALYSIS CHAPTER 3 The Changing Market Environment Case Study: Virgin Megastore CHAPTER 4 Customer analysis Case Study: Procter & Gamble CHAPTER 5 Competitor analysis Case Study: Emap CHAPTER 6 Understanding the Organisational Resource Base Case Study: Miele CHAPTER 7 Forecasting future demand and market requirements Case Study: Boeing PART III IDENTIFYING CURRENT AND FUTURE COMPETITIVE POSITIONS CHAPTER 8 Segmentation and positioning principles Case Study: Internet Exchange CHAPTER 9 Segmentation and positioning research Case Study: Asianet, Zee TV, Namaste and more CHAPTER 10 Selecting market targets Case Study: B&O PART IV COMPETITIVE POSITIONING STRATEGIES CHAPTER 11 Creating Sustainable Competitive Advantage Case Study: Nokia CHAPTER 12 Competing through the New Marketing Mix Case Study: Tyrrell's CHAPTER 13 Competing through innovation Case Study: Gillette CHAPTER 14 Competing through superior service and customer relationships Case Study: Pret a Manger PART V: IMPLEMENTING THE STRATEGY CHAPTER 15 Strategic customer management Case Study: Xerox CHAPTER 16 Strategic alliances and networks Case Study: Yahoo and eBay CHAPTER 17 Strategy implementation and internal marketing Case Study: British Airways CHAPTER 18 Corporate Social Responsibility Case Study: Ballantyne, Smythson and others CHAPTER 19 Twenty-first Century Marketing Case Study: Trend spotting at the Henley Centre and elsewhere