LEADER 02351oam 2200421 450 001 9910162769003321 005 20230810001842.0 035 $a(CKB)3710000001034311 035 $a(MiAaPQ)EBC5175470 035 $a(MiAaPQ)EBC5175116 035 $a(MiAaPQ)EBC5832083 035 $a(MiAaPQ)EBC6399988 035 $a(EXLCZ)993710000001034311 100 $a20210428d2017 uy 0 101 0 $aeng 135 $aurcnu|||||||| 181 $2rdacontent 182 $2rdamedia 183 $2rdacarrier 200 10$aMarketing strategy & competitive positioning$b[electronic resource] /$fGraham Hooley, Nigel F. Piercy ; Brigitte Nicoulaud, John M. Rudd 205 $aSixth edition. 210 1$aHarlow, England :$cPearson,$d[2017] 210 4$d©2017 215 $a1 online resource (570 pages) $cillustrations (some color) 320 $aIncludes bibliographical references and index. 327 $aPART 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. 517 3 $aMarketing strategy and competitive positioning 606 $aMarketing$xManagement 615 0$aMarketing$xManagement. 676 $a658.8 700 $aHooley$b Graham J.$0532758 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bUtOrBLW 906 $aBOOK 912 $a9910162769003321 996 $aMarketing strategy & competitive positioning$93418303 997 $aUNINA