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Marketing Strategy and Competitive Positioning
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Table of Contents

PART I MARKETING STRATEGYCHAPTER 1 Market-led strategic management
Case Study: PsionCHAPTER 2 Strategic marketing planning
Case Study: iPhonePART II COMPTETIVE MARKET ANALYSISCHAPTER 3 The Changing Market Environment
Case Study: Virgin MegastoreCHAPTER 4 Customer analysis
Case Study: Procter & GambleCHAPTER 5 Competitor analysis
Case Study: EmapCHAPTER 6 Understanding the Organisational Resource Base
Case Study: MieleCHAPTER 7 Forecasting future demand and market requirements
Case Study: BoeingPART III IDENTIFYING CURRENT AND FUTURE COMPETITIVE POSITIONSCHAPTER 8 Segmentation and positioning principles
Case Study: Internet ExchangeCHAPTER 9 Segmentation and positioning research
Case Study: Asianet, Zee TV, Namaste and moreCHAPTER 10 Selecting market targets
Case Study: B&OPART IV COMPETITIVE POSITIONING STRATEGIESCHAPTER 11 Creating Sustainable Competitive Advantage
Case Study: Nokia CHAPTER 12 Competing through the New Marketing Mix
Case Study: Tyrrell'sCHAPTER 13 Competing through innovation
Case Study: GilletteCHAPTER 14 Competing through superior service and customer relationships
Case Study: Pret a MangerPART V: IMPLEMENTING THE STRATEGYCHAPTER 15 Strategic customer management
Case Study: XeroxCHAPTER 16 Strategic alliances and networks
Case Study: Yahoo and eBayCHAPTER 17 Strategy implementation and internal marketing
Case Study: British AirwaysCHAPTER 18 Corporate Social Responsibility
Case Study: Ballantyne, Smythson and othersCHAPTER 19 Twenty-first Century Marketing
Case Study: Trend spotting at the Henley Centre and elsewhere

PART I MARKETING STRATEGY CHAPTER 1 Market-led strategic management Case Study: Psion CHAPTER 2 Strategic marketing planning Case Study: iPhone PART II COMPTETIVE MARKET ANALYSIS CHAPTER 3 The Changing Market Environment Case Study: Virgin Megastore CHAPTER 4 Customer analysis Case Study: Procter & Gamble CHAPTER 5 Competitor analysis Case Study: Emap CHAPTER 6 Understanding the Organisational Resource Base Case Study: Miele CHAPTER 7 Forecasting future demand and market requirements Case Study: Boeing PART III IDENTIFYING CURRENT AND FUTURE COMPETITIVE POSITIONS CHAPTER 8 Segmentation and positioning principles Case Study: Internet Exchange CHAPTER 9 Segmentation and positioning research Case Study: Asianet, Zee TV, Namaste and more CHAPTER 10 Selecting market targets Case Study: B&O PART IV COMPETITIVE POSITIONING STRATEGIES CHAPTER 11 Creating Sustainable Competitive Advantage Case Study: Nokia CHAPTER 12 Competing through the New Marketing Mix Case Study: Tyrrell's CHAPTER 13 Competing through innovation Case Study: Gillette CHAPTER 14 Competing through superior service and customer relationships Case Study: Pret a Manger PART V: IMPLEMENTING THE STRATEGY CHAPTER 15 Strategic customer management Case Study: Xerox CHAPTER 16 Strategic alliances and networks Case Study: Yahoo and eBay CHAPTER 17 Strategy implementation and internal marketing Case Study: British Airways CHAPTER 18 Corporate Social Responsibility Case Study: Ballantyne, Smythson and others CHAPTER 19 Twenty-first Century Marketing Case Study: Trend spotting at the Henley Centre and elsewhere

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The book is ideal for undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management.

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.

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