Name: Marketing Strategy and Competitive Positioning By Graham Hooley
SKU: 9780273655169
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Marketing Strategy and Competitive Positioning Summary

Marketing Strategy and Competitive Positioning by Graham Hooley

"Marketing Strategy and Competitive Positioning" deals with the process of developing and implementing a marketing strategy. The third edition 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.

Contents Preface to the second third Acknowledgements PART I MARKETING STRATEGY CHAPTER 1 Market-led strategic management 1.1 The marketing concept and market orientation 1.2 The resource based view of marketing 1.3 Organizational Stakeholders 1.4 Marketing Fundamentals 1.5 The role of marketing in leading strategic marketing 1.6 Conclusions CHAPTER 2 Strategic marketing planning 2.1 Defining the Business Purpose or Mission 2.2 The Marketing Strategy Process 2.3 Establishing the Core Strategy 2.4 Creation of the competitive position 2.5 Implementation 2.6 Conclusions CHAPTER 3 Portfolio analysis 3.1 Portfolio planning 3.2 The Boston Consulting Group Growth-Share Matrix 3.3 Multi-factor approaches to portfolio modelling 3.4 The process of portfolio planning 3.5 Financial portfolio theory 3.6 Competence portfolio 3.7 Conclusions PART II COMPTETIVE MARKET ANALYSIS CHAPTER 4 The Changing Market Environment (New) 4.1 Framework for macro-environment analysis 4.2 Economic and Political Change 4.3 Social and Cultural Change 4.4 Technological Change 4.5 Changes in Marketing Infrastructure and Practices 4.6 Anticipating and Forecasting Change 4.7 New Strategies for Changing Environments 4.8 Conclusions CHAPTER 5 Industry analysis 83 5.1 The Five Forces Model of Industry Competition 5.2 Strategic groups 5.3 Industry evolution and forecasting 5.4 Industry stability 5.5 SPACE analysis 5.6 The Competitive Advantage Matrix 5.7 Conclusions CHAPTER 6 Assessment of organizational resources 6.1 Understanding Marketing Resources 6.2 The resource-based view of the firm 6.3 Identifying the core competencies of the organization 6.4 Auditing resources 6.5 Itemizing marketing assets 6.6 Assessing marketing capabilities 6.7 Conclusions CHAPTER 7 Customer analysis 7.1 What we need to know about customers 7.2 Marketing research 7.3 The marketing research process 7.4 Organizing the customer information 7.5 Conclusions CHAPTER 8 Competitor analysis 8.1 Competitive benchmarking 8.2 The dimensions of competitor analysis 8.3 Choosing good competitors 8.4 Obtaining and disseminating competitive information 8.5 Conclusions PART III IDENTIFYING CURRENT AND FUTURE COMPETITIVE POSITIONS CHAPTER 9 Segmentation and positioning principles 9.1 Principles of competitive positioning 9.2 Principles of market segmentation 9.3 The underlying premises of market segmentation 9.4 Bases for segmenting markets 9.5 Segmenting consumer markets 9.6 Segmenting industrial markets 9.7 Identifying and describing market segments 9.8 The benefits of segmenting markets 9.9 Implementing market segmentation 9.10 Conclusions CHAPTER 10 Segmentation and positioning research 10.1 A priori segmentation approaches 10.2 Post-hoc cluster-based segmentation approaches 10.3 Qualitative approaches to positioning research 10.4 Quantitative approaches to positioning research 10.5 Conclusions CHAPTER 11 Selecting market targets 11.1 The process of market definition 11.2 Defining how the market is segmented 11.3 Determining alternative market or segment attractiveness 11.4 Determining current and potential strengths 11.5 Making market and segment choices 11.6 Alternative targeting strategies 11.7 Conclusions PART IV COMPETITIVE POSITIONING STRATEGIES CHAPTER 12 Creating Sustainable Competitive Advantage 12.1 Using corporate resources to achieve competitive advantage 12.2 Cost leadership strategies 12.3 Differentiation strategies 12.4 Stuck in the Middle 12.5 Communicating the competitive position 12.6 Sustainable competitive advantage 12.7 Conclusions CHAPTER 13 Offensive and defensive competitive strategies 13.1 Build strategies 13.2 Hold strategies 13.3 Market nicher strategies 13.4 Harvesting strategies 13.5 Divestment/deletion 13.6 Matching managerial skills to strategic tasks 13.7 Conclusions CHAPTER 14 Competing through strategic alliances and networks 14.1 The era of strategic collaboration 14.2 The drivers of collaboration strategies 14.3 Types of network 14.4 Alliances and partnerships 14.5 Strategic alliances as a competitive force 14.6 The risks in strategic alliances 14.7 Competing through alliances 14.8 Conclusions CHAPTER 15 Competing through superior service and customer relationships 15.1 The goods and services spectrum 15.2 Relationship marketing 15.3 The three 'S's of customer service 15.4 Providing superior service 15.5 Measuring and monitoring customer satisfaction 15.6 Conclusions CHAPTER 16 Competing through innovation and new product development 16.1 New product success and failure 16.2 Planned innovation 16.3 The new product development process 16.4 Speeding new product development 16.5 Organizing for new product development 16.6 Conclusions CHAPTER 17 Competing through e-Marketing (New) 17.1 The growth of the Internet as a marketing channel 17.2 The metrics of e-Marketing 17.3 e-Marketing Research 17.4 The impact of e-Marketing on marketing strategy 17.5 Emerging themes in e-Marketing 17.6 Conclusions CHAPTER 18 Implementation through internal marketing 18.1 The development of internal marketing 18.2 The scope of internal marketing 18.3 Planning for internal marketing 18.4 Partnership with human resource management 18.5 Working with Finance and Operations 18.6 Conclusions Part V Conclusions CHAPTER 19 Marketing strategies for the twenty-first century 19.1 The changing competitive arena 19.2 Fundamentals of strategy in a changing world 19.3 Competitive positioning strategies 19.4 Conclusions REFERENCES AND FURTHER READING INDICES By name By company/brand By subject

Additional information

Sku

GOR002026596

ISBN 13

9780273655169

ISBN 10

0273655167

Title

Marketing Strategy and Competitive Positioning by Graham Hooley

Author

Graham Hooley

Condition

Used - Very Good

Binding type

Paperback

Publisher

Pearson Education Limited

Year published

2003-10-29

Number of pages

648

Prizes

N/A

Cover note

Book picture is for illustrative purposes only, actual binding, cover or edition may vary.

Note

This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Marketing Strategy and Competitive Positioning Graham Hooley

Marketing Strategy and Competitive Positioning by Graham Hooley

Summary

Marketing Strategy and Competitive Positioning Summary

Marketing Strategy and Competitive Positioning by Graham Hooley

Table of Contents

Additional information

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