Marketing Strategy & Competitive Positioning - Couverture souple

Hooley, Graham; Nicoulaud, Brigitte; Piercy, Nigel

Couverture souple

ISBN 10 : 0273740938 ISBN 13 : 9780273740933

Editeur : Pearson Education Limited, 2011

Synopsis

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.

 

A propos du livre

À propos de l?auteur

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.

Détails de l'édition

• Éditeur: Pearson Education Limited
• Date d'édition: 2011
• Langue: anglais
• ISBN 10: 0273740938
• ISBN 13: 9780273740933
• Reliure: Broché
• Numéro d'édition: 5
• Nombre de pages: 592
• Coordonnées du fabricant: non disponible
• Personne responsable: Riccardo Bacigalupo; riccardo.bacigalupo@sanoma.it; ; Sanoma Italia Via Arconati, 1 �; Milano; 20135; Italie