Marketing strategy and competitive positioning

Forfatter:
Graham Hooley
Nigel F. Piercy og Brigitte Nicoulaud
Marketing strategy. Market-led strategic management. Strategic marketing planning. Competitive market analysis. The changing market environment. Customer analysis. Competitor analysis. Understanding the organisational resource base. Forecasting future demand and market requirements. Identifying current and future competitive positions. Segmentation and positioning principles. Segmentation and positioning research. Selecting market targets. Competitive positioning strategies. Creating sustainable competitive advantage. Competing through the new marketing mix. Competing through innovation. Competing through superior service and customer relationships. Implementing the strategy. Strategic customer management. Strategic alliances and networks. Strategy implementation and internal marketing. Corporate social responsibility. Conclusions. Twenty-first century marketing
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Marketing strategy and competitive positioning (Engelsk)

Grundigt bearbejdet (Engelsk)
Bognummer: 
630941
Nota udgivelsesår: 
2015
Udgave: 
Pearson Financial Times/Prentice Hall, 2011, (5. udgave)
ISBN: 
9780273740933

Emneord

Markedsføring
Markedsanalyser
65.5