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Marketing Strategy Comp Positioning By Graham J. Hooley

Marketing Strategy Comp Positioning
by Graham J. Hooley

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All chapters in this edition have been revised and updated to reflect current trends. The focus is on positioning.
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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).

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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

Marketing Strategy Comp Positioning by Graham J. Hooley
Graham J. Hooley
Used - Very Good
Pearson Education (US)
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
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.