Marketing Strategy and Competitive Positioning, 7th Edition

Series
Pearson
Author
Graham Hooley / Brigitte Nicoulaud / John Rudd / Nick Lee  
Publisher
Pearson
Cover
Softcover
Edition
7
Language
English
Total pages
616
Pub.-date
January 2020
ISBN13
9781292276540
ISBN
1292276541
Related Titles


Product detail

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9781292276540
Marketing Strategy and Competitive Positioning, 7th Edition
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Description

Marketing Strategy and Competitive Positioning 7e 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.


Table of Contents

Preface

Acknowledgements
Publisher’s Acknowledgements


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


References

Index

Back Cover

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 at the heart of any marketing strategy, 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.

This book is ideal for undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management.


 

New to this edition:

  • Updated content to reflect on-going economic turbulence and its impact on business and marketing.

  • Coverage of the impact of emerging markets on issues of marketing and innovation, and new realities of competing through services, market analysis and segmentation.

  • Increased emphasis on competing through innovation, including new business models / new types of retailing.

  • Increased emphasis on competing globally in a digital world.

  • Updated vignettes at the beginning of most chapters, and new case studies in many of the chapters.

  • Updated online resources, including an Instructor’s Manual and PowerPoint slides for instructors.


 

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.


 

 

Pearson, the world’s learning company.

 

Author

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 Senior Teaching Fellow at Aston Business School. 


The late Nigel F. Piercy was previously Professor of Marketing & Strategic Management & Associate Dean at Warwick Business School, Warwick University.


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 University.