Marketing Strategy and Competitive Positioning
ISBN: 9780273740933 | 0273740938
Edition: 5thFormat: Paperback
Publisher: Prentice Hall
Pub. Date: 1/7/2013
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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 advan... MORE
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 Fo... MORE
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
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.
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