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The ideal text to help you develop your knowledge around rigorous marketing strategies from formulation to implementation
Marketing Strategy and Competitive Positioning, 8th Edition,by Hooley, Nicoulaud, Rudd and Lee, helps you grow an in-depth understanding of how to develop and implement a marketing strategy, and achieve sustainable competitive positioning.
This text is suitable for undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management.
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.
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 impacts on businesses, consumers/society and marketing activity
- Emphasis on competing globally within a digitalization context
- Updated vignettes and new case studies to help you connect marketing principles with practical applications
List of contents
Preface
Acknowledgements
Part 1 Marketing Strategy
- Market-led Strategic Management
- Strategic Marketing Planning
Part 2 Competitive Market Analysis
The Changing Market EnvironmentCustomer AnalysisCompetitor AnalysisUnderstanding the Organisational Resource BasePart 3 Identifying Current and Future Competitive Positions
Segmentation and Positioning PrinciplesSelecting Market TargetsPart 4 Competitive Positioning Strategies
Creating Sustainable Competitive AdvantageCompeting Through the New Marketing MixCompeting Through InnovationCompeting Through Superior Service and Customer RelationshipsPart 5 Implementing the Strategy
Strategic Customer Management and The Strategic Sales OrganisationStrategic Alliances and NetworksStrategy Implementation and Internal MarketingCorporate Social Responsibility and EthicsPart 6 Conclusions
Marketing in the Twenty-First CenturyReferences
Index
About the author
Graham Hooleyis 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 Nicoulaudis Deputy Head of the Marketing and Strategy Department at Aston Business School.
John M Ruddis a Professor of Marketing and Head of the Marketing Group at Warwick Business School.
Nick Leeis 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.
Summary
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.
