Graham Hooley

Marketing Strategy and Competitive Positioning

Buch

Marketing Strategy and Competitive Positioning 6e 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 recessi… Mehr

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Produktdetails

Weitere Autoren: Piercy, Nigel / Nicoulaud, Brigitte / Rudd, John

ISBN: 978-1-292-01731-0
EAN: 9781292017310
Produktnummer: 16387792
Verlag: Pearson Academic
Sprache: Englisch
Erscheinungsjahr: 2017
Seitenangabe: 592 S.
Masse: H26.7 cm x B19.5 cm x D1.9 cm 1'079 g
Auflage: 6. A.
Gewicht: 1079

Über den Autor

Graham Hooley is Emeritus Professor of Marketing at Aston University. 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. Brigitte Nicoulaud is Senior Teaching Fellow at Aston Business School. Nigel F. Piercy was previously Professor of Marketing & Strategic Management & Associate Dean at Warwick Business School, Warwick University. John M Rudd is a Professor of Marketing and Head of the Marketing Group at Warwick Business School.