Marketing Strategy and Competitive Positioning by Graham Hooley

Marketing Strategy and Competitive Positioning by Graham Hooley

Marketing Strategy and Competitive Positioning 5e 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.

Graham Hooley is Emeritus Professor of Marketing at Aston University where he was until recently Deputy Vice-Chancellor. 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.

SKU	Unavailable
ISBN 13	9780273740933
ISBN 10	0273740938
Title	Marketing Strategy and Competitive Positioning
Author	Graham Hooley
Condition	Unavailable
Binding Type	Paperback
Publisher	Pearson Education Limited
Year published	2011-08-03
Number of pages	592
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.