TY  - BOOK
AU  - Hooley,Graham J.
AU  - Piercy,Nigel
AU  - Nicoulaud,Brigitte
TI  - Marketing strategy and competitive positioning
SN  - 9780273740933 (pbk.)
AV  - HF5415.127 .H66 2011
U1  - 658.802 23
PY  - 2012///
CY  - New York, NY
PB  - Pearson Financial Times/Prentice Hall
KW  - Target marketing
KW  - Marketing
KW  - Management
N1  - Marketing strategy -- Market-led strategic management -- Strategic marketing planning -- Competitive market analysis -- The changing market environment -- Customer analysis -- Competitor analysis -- Understanding the organisational resource base -- Forecasting future demand and market requirements -- Identifying current and future competitive positions -- Segmentation and positioning principles -- Segmentation and positioning research -- Selecting market targets -- Competitive positioning strategies -- Creating sustainable competitive advantage -- Competing through the new marketing mix -- Competing through innovation -- Competing through superior service and customer relationships -- Implementing the strategy -- Strategic customer management -- Strategic alliances and networks -- Strategy implementation and internal marketing -- Corporate social responsibility -- Conclusions -- Twenty-first century marketing
ER  -