Marketing strategy and competitive positioning

Marketing strategy and competitive positioning

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Détails bibliographiques
Auteur principal : Hooley Graham J. (Auteur)
Autres auteurs : Piercy Nigel F (Auteur), Nicoulaud Brigitte (Auteur)
Format : Livre
Langue : anglais
Titre complet : Marketing strategy and competitive positioning / Graham J. Hooley, Nigel F. Piercy, Brigitte Nicoulaud
Édition : 4th edition
Publié : Harlow (England) : FT Prentice Hall , 2008
Description matérielle : 1 vol.(xviii-614 p.)
Contenu : Pt. 1. Marketing Strategy. Chap. 1. Market-led strategic management. Chap. 2. Strategic marketing planning. Pt. 2. Competitive Market Analysis. Chap. 3. The changing market environment. Chap. 4. Customer analysis. Chap. 5. Competitor analysis. Chap. 6. Understanding the organisational resource base. Chap. 7. Forecasting future demand and market requirements. Pt. 3. Identifying Current and Future Competitive Positions. Chap. 8. Segmentation and positioning principles. Chap. 9. Segmentation and positioning research. Chap.10. Selecting market targets. Pt. 4. Competitive Positioning Strategies. Chap. 11. Creating sustainable competitive advantage. Chap. 12. Competing through the new marketing mix. Chap. 13. Competing through innovation. Chap. 14. Competing through superior service and customer relationships. Pt. 5. Implementing the Strategy. Chap. 15. Strategic customer management. Chap. 16. Strategic alliances and networks. Chap. 17. Strategy implementation and internal marketing. Chap. 18. Corporate social responsibility. Pt. 6. Conclusions. Chap. 19. Twenty-first century marketing
Sujets :
Cibles (marketing)
Marketing > Planification stratégique
Marketing stratégique
Gestion concurrentielle
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