Marketing Strategy and Competitive Positioning

Hooley, Graham J.

ISBN 10: 0273740938 / ISBN 13: 9780273740933

Published by Financial Times/ Prentice Hall, 2011

About this Item

Befriedigend/Good: Durchschnittlich erhaltenes Buch bzw. Schutzumschlag mit Gebrauchsspuren, aber vollständigen Seiten. / Describes the average WORN book or dust jacket that has all the pages present.

Seller Inventory # M00273740938-G

Bibliographic Details

• Title: Marketing Strategy and Competitive Positioning
• Publisher: Financial Times/ Prentice Hall
• Publication Date: 2011
• Language: English
• ISBN 10: 0273740938
• ISBN 13: 9780273740933
• Binding: Soft cover
• Edition: 5th or later Edition
• Condition: good

About this title

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.

 

About the Author

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.