Description

Marketing Strategy and Competitive Positioning, 8th edition?offers a deep understanding of the process for developing and implementing a rigorous marketing strategy. With updated content to reflect current market expectations, this book focuses on the marketing processes to achieve competitive advantage in a business environment.

Features

Hallmark features of this title

Support your students' learning of the methods to achieve competitive advantage in a business environment

• The definition, role and scope of marketing, and the fundamental changes that are taking place in how marketing operates in organisations
• Emphasis on the ever-growing, competitive digital world and the emerging markets
• Focus on two central issues in marketing strategy formulation – the identification of target markets and the creation of a differential advantage
• In-depth discussion on the digitalization and technological advances in the world today and their impact on climate change and marketing strategies
• Vignettes and case studies to help you connect marketing principles with practical applications

New to this Edition

The ideal text to support your students' knowledge around rigorous marketing strategies, from formulating to implementation

Updated to reflect the most up-to-date content, this textbook helps your students examine, among others, the ways firms can differentiate their strategy in light of environmental and social concerns and innovation.

New and updated features of this title

• Updated content to reflect changed context and various impacts on businesses, consumers/society and marketing activity
• Increased emphasis on competing through differentiation and customer knowledge, including new business models
• Emphasis on competing globally within a digitalization context
• Updated online resources, including an Instructor’s Manual and PowerPoint slides for instructors, along with additional case studies for students
• Updated vignettes and new case studies to discuss practical implementation of theories

Table of Contents

Back Cover

Develop your knowledge around rigorous marketing strategies and differential advantage in a competitive marketplace

Marketing Strategy and Competitive Positioning, 8th Edition, by Hooley, Nicoulaud, Rudd and Lee, helps you develop an in-depth understanding of how to formulate and implement a successful marketing strategy. By focusing on competitive positioning that lies at the heart of marketing strategy, this text introduces an in-depth discussion of the marketing processes to achieve competitive advantage in a business environment.

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

Key features include:

• Focus on two central issues in marketing strategy formulation – identifying target markets and creating a differential advantage
• Increased emphasis on competing through differentiation and customer knowledge, including new business models
• Updated content to reflect changed context and various impacts on businesses, consumers/society and marketing activity
• In-depth discussion on the digitalization and technological advances in the world today and their impact on climate change and marketing strategies
• Updated vignettes and new case studies to help you connect marketing principles with practical applications

About the authors:

Graham Hooley is Emeritus Professor of Marketing at Aston University. He is past President of the European Marketing Academy and Fellow of the Chartered Institute of Marketing, the 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.

Author

Graham Hooley?is Emeritus Professor of Marketing at Aston University. He is past President of the European Marketing Academy and Fellow of the Chartered Institute of Marketing, the 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.