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Bib ID: 158730

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You searched Book & Serials - Bib ID: 158730
DC Call No. 658.802 M345 2017
ISBN 9781292017310 (pbk.)
Title Marketing strategy & competitive positioning / Graham Hooley ... [et al.].
Varying Form of Title Marketing strategy and competitive positioning
Edition 6th ed.
Imprint Harlow, England : Pearson Education, 2017.
Physical Description xv, 569 p. : ill., charts.
Content Note 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 new 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, Twenty-first century marketing.
Subject Target marketing
Subject Marketing -- Management
Added Author Hooley, Graham J.
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Call Number 658.802 M345 2017
Location CL_General Book
Copy 1
Status Available
Item Number 1000188745

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