02351oam 2200421 450 991016276900332120230810001842.0(CKB)3710000001034311(MiAaPQ)EBC5175470(MiAaPQ)EBC5175116(MiAaPQ)EBC5832083(MiAaPQ)EBC6399988(EXLCZ)99371000000103431120210428d2017 uy 0engurcnu||||||||rdacontentrdamediardacarrierMarketing strategy & competitive positioning[electronic resource] /Graham Hooley, Nigel F. Piercy ; Brigitte Nicoulaud, John M. RuddSixth edition.Harlow, England :Pearson,[2017]©20171 online resource (570 pages) illustrations (some color)Includes bibliographical references and index.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.Marketing strategy and competitive positioningMarketingManagementMarketingManagement.658.8Hooley Graham J.532758MiAaPQMiAaPQUtOrBLWBOOK9910162769003321Marketing strategy & competitive positioning3418303UNINA