CART

(0) items

Marketing Strategy and Competitive Positioning,9780273740933
This item qualifies for
FREE SHIPPING!

FREE SHIPPING OVER $59!

Your order must be $59 or more, you must select US Postal Service Shipping as your shipping preference, and the "Group my items into as few shipments as possible" option when you place your order.

Bulk sales, PO's, Marketplace Items, eBooks, Apparel, and DVDs not included.

Marketing Strategy and Competitive Positioning

by ; ;
Edition:
5th
ISBN13:

9780273740933

ISBN10:
0273740938
Format:
Paperback
Pub. Date:
1/7/2013
Publisher(s):
Prentice Hall
List Price: $247.19

Rent Textbook

(Recommended)
 
Term
Due
Price
$197.75

Buy New Textbook

Currently Available, Usually Ships in 24-48 Hours
N9780273740933
$235.83

Used Textbook

We're Sorry
Sold Out

eTextbook

We're Sorry
Not Available

More New and Used
from Private Sellers
Starting at $67.40
See Prices

Questions About This Book?

Why should I rent this book?
Renting is easy, fast, and cheap! Renting from eCampus.com can save you hundreds of dollars compared to the cost of new or used books each semester. At the end of the semester, simply ship the book back to us with a free UPS shipping label! No need to worry about selling it back.
How do rental returns work?
Returning books is as easy as possible. As your rental due date approaches, we will email you several courtesy reminders. When you are ready to return, you can print a free UPS shipping label from our website at any time. Then, just return the book to your UPS driver or any staffed UPS location. You can even use the same box we shipped it in!
What version or edition is this?
This is the 5th edition with a publication date of 1/7/2013.
What is included with this book?
  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any CDs, lab manuals, study guides, etc.
  • The Rental copy of this book is not guaranteed to include any supplemental materials. You may receive a brand new copy, but typically, only the book itself.

Summary

Marketing Strategy and Competitive Positioning5e 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 advantage. In doing that, it recognises the emergence of new potential target markets born of the recession and increased concern for climate change; and it examines ways in which firms can differentiate their offerings through the recognition of environmental and social concerns.

Author Biography

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.

Table of Contents

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 Forecasting future demand and market requirements
Case Study: Boeing

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



Please wait while the item is added to your cart...