Marketing strategy and competitive positioning / Graham J. Hooley, Nigel F. Piercy, Brigitte Nicoulaud

Livre

Hooley, Graham J.. Auteur

Edité par FT Prentice Hall. Harlow (England) - 2008 - 4th edition

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.

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