Marketing strategy & competitive positioning. (2017)

• Record Type: Book
• Authors: Hooley, Graham J; Piercy, Nigel; Nicoulaud, Brigitte; Rudd, John M
• Contents: Chapter 1 -- Marketing Strategy Chapter 2 -- Strategic Marketing Planning Chapter 3 -- Competitive Market Analysis Chapter 4 -- Customer Analysis Chapter 5 -- Competitor Analysis Chapter 6 -- Understanding the Organisational Resource Base Chapter 7 -- Understanding Current and Future Competitive Positions Chapter 8 -- Segmentation and Positioning Research Chapter 9 -- Selecting market targets Chapter 10 -- Competitive Positioning Strategies Chapter 11 -- Competing through the new marketing mix Chapter 12 -- Competing through innovation Chapter 13 -- Competing through superior service and customer relationships Chapter 14 -- Strategic customer management Chapter 15 -- Strategic Alliances and networks Chapter 16 -- Strategy Implementation and Internal Marketing Chapter 17 -- Corporate Social Responsibility and Ethics Chapter 18 -- Implementing the Strategy
• Publisher Details: Harlow, England : Pearson
• Publication Date: 2017
• Extent: 1 online resource (xv, 569 pages), illustrations (colour)
• Subjects: 658.8/02; Marketing -- Management; Business planning; Target marketing; Business and Management; Business and Management; Business planning; Marketing -- Management; Target marketing; BUSINESS & ECONOMICS / Industrial Management; BUSINESS & ECONOMICS / Management; BUSINESS & ECONOMICS / Management Science; BUSINESS & ECONOMICS / Organizational Behavior; Electronic books; Electronic books
• Languages: English
• ISBNs: 9781292017341; 1292017341
• Related ISBNs: 9781292017310; 1292017317; 9781292171456
• Notes: Note: Includes bibliographical references and index.; Note: Print version record.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.