Marketing Strategy and Competitive Positioning

by Hooley, Graham; Nicoulaud, Brigitte; Rudd, John; Lee, Nick

• ISBN13: 9781292276540
• ISBN10: 1292276541
• Edition: 7th
• Format: Paperback
• Copyright: 2020-01-13
• Publisher: PEARSON

Summary

For undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management.

 

Understand and formulate rigorous marketing strategies and differential advantage in today’s marketplace

 

Marketing Strategy and Competitive Positioning, 7th Edition, by Hooley, Nicoulaud, Rudd and Lee provides a deep understanding of the process of developing and implementing a rigorous marketing strategy. This book focuses on competitive positioning and includes in-depth discussions of the processes used within marketing to achieve competitive advantage in a business environment - by creating and sustaining superior performance in the marketplace. The key approach used in this book is to focus on two central issues in marketing strategy formulation – the identification of target markets, and the creation of a differential advantage. In doing so, it recognises the emergence of potential new target markets born of the recession, increased concern for climate change and disruption from ongoing technological advances. It helps you examine ways in which firms can differentiate offerings through recognition of environmental and social concerns and innovation.

 

Pearson, the world’s learning company.

Author Biography

Graham Hooley is Emeritus Professor of Marketing at Aston University. 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.

 

Brigitte Nicoulaud is Deputy Head of the Marketing and Strategy Department at Aston Business School.

 

John M Rudd is a Professor of Marketing and Head of the Marketing Group at Warwick Business School.

 

Nick Lee is a Professor of Marketing at Warwick Business School. He is an Honorary Life Member of the Academy of Marketing, Fellow of the Higher Education Academy and the Association for Professional Sales.

Table of Contents

Preface

Acknowledgements
Publisher’s Acknowledgements

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 evolving 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. Marketing in the twenty-first century

References

Index