Marketing strategy and competitive positioning

Fülszöveg

Marketing Strategy Competitive Positioning Second Edition/ ^
Hooley
Saunders
Piercy
The second edition of Competitive Positioning extends the scope of the original to include a number of new topics . In marketing strategy. The main thrust of the text remains competitive positioning, but the content has now been broadened to cover other aspects of competitive marketing strategy.
New chapters include detailed treatment of the role of strategic alliances and networks in the development of marketing strategies, forecasting methods and techniques, competing through superior service and innovation, and the role of internal marketing in achieving competitive success. A new final chapter examines trends in marketing at the turn , of the decade and suggests marketing strategy and positioning guidelines for the twenty-first century.
Special Features All existing chapters have been extensively revised and updated
New themes have been integrated into the text with many new examples... Tovább

Fülszöveg

Marketing Strategy Competitive Positioning Second Edition/ ^
Hooley
Saunders
Piercy
The second edition of Competitive Positioning extends the scope of the original to include a number of new topics . In marketing strategy. The main thrust of the text remains competitive positioning, but the content has now been broadened to cover other aspects of competitive marketing strategy.
New chapters include detailed treatment of the role of strategic alliances and networks in the development of marketing strategies, forecasting methods and techniques, competing through superior service and innovation, and the role of internal marketing in achieving competitive success. A new final chapter examines trends in marketing at the turn , of the decade and suggests marketing strategy and positioning guidelines for the twenty-first century.
Special Features All existing chapters have been extensively revised and updated
New themes have been integrated into the text with many new examples
The central focus on competitive positioning is expanded
Challenges and opportunities for marketing in the twenty-first century are explored
Graham J. Hooley is Professor of Marketing and Research Director at Aston Business School and a Fellow of the Chartered Institute of Marketing. Previous books include Quantitative Methods in Marketing (Dryden Press, 1994 and 1998) and Internationalization: Process, Context and Market {MacmiWan, 1998).
John A. Saunders is Professor of
Marketing and Head of Aston
Business School. He is President
of the European Marketing
Academy, a Fellow of the British ^^^
Academy of Management and f
the Chartered Institute of i
Marketing. His previous books ^
include Principles of Marketing:
The European Edition (Prentice ^—
Hall, 1996) and The Marketing
Initiative (Prentice Hall, 1994).
Nigel F. Piercy is the Sir Julian Hodge Professor of Marketing and Strategy at Cardiff Business School in the University of Wales. Previous books include Market-Led Strategic Change: Transforming the Process of Going to Market (Butterworth-Heinemann, 1997).
ISBN 0-13-371253-2
9780133712537 Vissza