Free Shipping In Australia
Currency:
AUD $ AUD
Marketing Strategy Comp Positioning By Graham J. Hooley

Marketing Strategy Comp Positioning
by Graham J. Hooley

In Stock
$12.99
+10% GST
All chapters in this edition have been revised and updated to reflect current trends. The focus is on positioning.
Only 1 left

Marketing Strategy Comp Positioning Summary


Marketing Strategy Comp Positioning by Graham J. Hooley

This second edition extends the scope of the original book to cover new developments in strategic thinking. It serves to meet the need for an up-to-date understanding of the meaning and scope of marketing strategy and a framework to manage the critical issues of market choice and competitive positioning. In particular, it draws attention to how organisations are defining marketing as a strategic force rather than just an operational department. CD-ROM of PowerPoint slides (0-13-096206-6).

Why buy from World of Books

Our excellent value books literally don't cost the earth
Free delivery in Australia
Read more here
Every used book bought is one saved from landfill

Table of Contents


PART 1: MARKETING STRATEGY. 1. Market-led Strategic Management. 2. Strategic Marketing Planning. 3. Portfolio Analysis. PART 2: COMPETITIVE MARKET ANALYSIS. 4. Industry Analysis. 5. Assessment of Corporate Capabilities. 6. Customer Analysis. 7. Competitor Analysis. 8. Strategic Alliances and Networks. PART 3: IDENTIFYING CURRENT AND FUTURE COMPETITIVE POSITIONS. 9. Segmentation Concepts and Principles. 10. Segmentation and Positioning Research. 11. Forecasting. PART 4: COMPETITIVE POSITIONING STRATEGIES. 12. Selecting Target Markets. 13. Building and Maintaining Defensible Positions. 14. Offensive and Defensive Marketing Strategies. 15. Competing Through Superior Service and Customer Relationships. 16. Competing Through Innovation and New Product Development. 17. Competing Through Internal Marketing. PART 5: CONCLUSIONS. 18. Marketing Strategies for the 21st Century.

Additional information

GOR001519888
Marketing Strategy Comp Positioning by Graham J. Hooley
Graham J. Hooley
Used - Good
Paperback
Pearson Education (US)
1998-03-05
496
0133712532
9780133712537
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
The book has been read but remains in clean condition. All pages are intact and the cover is intact. Some minor wear to the spine.