Marketing Strategy and Competitive Positioning by Graham Hooley

Marketing Strategy and Competitive Positioning by Graham Hooley

For undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management.   Understand and formulate rigorous marketing strategies and differential advantage in today’s marketplace   Marketing Strategy and Competitive Positioning, 7th Edition, by Hooley, Nicoulaud, Rudd and Lee provides a deep understanding of the process of developing and implementing a rigorous marketing strategy. This book focuses on competitive positioning and includes in-depth discussions of the processes used within marketing to achieve competitive advantage in a business environment - by creating and sustaining superior performance in the marketplace. The key approach used in this book is to focus on two central issues in marketing strategy formulation – the identification of target markets, and the creation of a differential advantage. In doing so, it recognises the emergence of potential new target markets born of the recession, increased concern for climate change and disruption from ongoing technological advances. It helps you examine ways in which firms can differentiate offerings through recognition of environmental and social concerns and innovation.   Pearson, the world’s learning company.

Graham Hooley is Emeritus Professor of Marketing at Aston University. 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.

 

Brigitte Nicoulaud is Deputy Head of the Marketing and Strategy Department at Aston Business School.

 

John M Rudd is a Professor of Marketing and Head of the Marketing Group at Warwick Business School.

 

Nick Lee is a Professor of Marketing at Warwick Business School. He is an Honorary Life Member of the Academy of Marketing, Fellow of the Higher Education Academy and the Association for Professional Sales.

SKU	Unavailable
ISBN 13	9781292276540
ISBN 10	1292276541
Title	Marketing Strategy and Competitive Positioning
Author	Graham Hooley
Condition	Unavailable
Binding Type	Paperback
Publisher	Pearson Education Limited
Year published	2020-01-20
Number of pages	616
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.