| |
|
|
|
|
|
|
|
|
1. |
Record Nr. |
UNINA9910162769003321 |
|
|
Autore |
Hooley Graham J. |
|
|
Titolo |
Marketing strategy & competitive positioning [[electronic resource] /] / Graham Hooley, Nigel F. Piercy ; Brigitte Nicoulaud, John M. Rudd |
|
|
|
|
|
|
|
Pubbl/distr/stampa |
|
|
Harlow, England : , : Pearson, , [2017] |
|
©2017 |
|
|
|
|
|
|
|
|
|
Edizione |
[Sixth edition.] |
|
|
|
|
|
Descrizione fisica |
|
1 online resource (570 pages) : illustrations (some color) |
|
|
|
|
|
|
Disciplina |
|
|
|
|
|
|
Soggetti |
|
|
|
|
|
|
Lingua di pubblicazione |
|
|
|
|
|
|
Formato |
Materiale a stampa |
|
|
|
|
|
Livello bibliografico |
Monografia |
|
|
|
|
|
Nota di bibliografia |
|
Includes bibliographical references and index. |
|
|
|
|
|
|
Nota di contenuto |
|
PART 1: Marketing strategy -- 1. Market-led strategic management -- 2. Strategic marketing planning -- PART 2: Competitive market analysis -- 3. The changing market environment -- 4. Customer analysis -- 5. Competitor analysis -- 6. Understanding the organisational resource base -- PART 3: Identifying current and future competitive positions -- 7. Segmentation and positioning principles -- 8. Segmentation and positioning research -- 9. Selecting market targets -- PART 4: Competitive positioning strategies -- 10. Creating sustainable competitive advantage -- 11. Competing through the new marketing mix -- 12. Competing through innovation -- 13. Competing through superior service and customer relationships -- PART 5: Implementing the strategy -- 14. Strategic customer management and the strategic sales organisation -- 15. Strategic alliances and networks -- 16. Strategy implementation and internal marketing -- 17. Corporate social responsibility and ethics -- PART 6: Conclusions -- 18. Twenty-first century marketing. |
|
|
|
|
|
|
|
| |