Marketing Strategy and Competitive Positioning, 7th Edition

 
 
Pearson HigherEducation (Verlag)
  • 7. Auflage
  • |
  • erschienen am 9. Januar 2020
  • |
  • 616 Seiten
 
E-Book | ePUB ohne DRM | Systemvoraussetzungen
978-1-292-27655-7 (ISBN)
 

Marketing Strategy and Competitive Positioning 6e 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.

The book is ideal for undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management.
7. Auflage
  • Englisch
  • 23,30 MB
978-1-292-27655-7 (9781292276557)
weitere Ausgaben werden ermittelt

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.

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