Marketing Strategy and Competitive Positioning. (2020)

• Record Type: Book
• Further Information: Note: Graham Hooley, Nigel Piercy, Brigitte Nicoulaud, John Rudd, Nick Lee.
• Authors: Hooley, Graham; Piercy, Nigel; Nicoulaud, Brigitte; Rudd, John; Lee, Nick
• Contents: Ch1: Market-led strategic management Ch2: Strategic marketing planning Ch3: The changing market environment Ch4: Customer analysis Ch5: Competitor analysis Ch6: Understanding the organisational resource base Ch7: Segmentation and positioning principles Ch8: Segmentation and positioning research Ch9: Selecting market targets Ch10: Creating sustainable competitive advantage Ch11: Competing through the evolving marketing mix Ch12: Competing through innovation Ch13: Competing through superior service and customer relationships Ch14: Strategic customer management and the strategic sales organisation Ch15: Strategic alliances and networks Ch16: Strategy implementation and internal marketing Ch17: Corporate social responsibility and ethics Ch18: Marketing in the twenty-first century.
• Edition: Seventh edition
• Publisher Details: Harlow : Pearson
• Publication Date: 2020
• Copyright Date: 2020
• Extent: 1 online resource
• Subjects: Sales & marketing management; Business strategy
• Languages: English
• ISBNs: 9781292276557
• Related ISBNs: 129227655X; 9781292276540
• 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.