Marketing strategy & competitive positioning [[electronic resource] /] / Graham Hooley, Nigel F. Piercy ; Brigitte Nicoulaud, John M. Rudd

• Autore: Hooley Graham J.
• Pubblicazione: Harlow, England : , : Pearson, , [2017]; ©2017
• Edizione: Sixth edition.
• Descrizione fisica: 1 online resource (570 pages) : illustrations (some color)
• Disciplina: 658.8
• Soggetto topico: Marketing - Management
• 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.
• Altri titoli varianti: Marketing strategy and competitive positioning
• Titolo autorizzato: Marketing strategy & competitive positioning
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910162769003321
• Lo trovi qui: Univ. Federico II