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Marketing strategy and competitive positioning (Seventh edition)

By: Hooley, Graham Lee, Nick Nicoulaud, Brigitte Piercy, Nigel Rudd, John

1292276541 / 9781292276540
Paperback
13/01/2020
Stock expected by 29/10/2021
United Kingdom
27 cm xxiii, 594 pages : illustrations (colour)
Undergraduate  Learn More
Previous edition: 2017.

For undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management. Understand and formulate rigorous marketing strategies and differential advantage in today's marketplace Marketing Strategy and Competitive Positioning, 7th Edition, by Hooley, Nicoulaud, Rudd and Lee provides a deep understanding of the process of developing and implementing a rigorous marketing strategy.

This book focuses on competitive positioning and includes in-depth discussions of the processes used within marketing to achieve competitive advantage in a business environment - by creating and sustaining superior performance in the marketplace.

The key approach used in this book is to focus on two central issues in marketing strategy formulation - the identification of target markets, and the creation of a differential advantage.

In doing so, it recognises the emergence of potential new target markets born of the recession, increased concern for climate change and disruption from ongoing technological advances.

It helps you examine ways in which firms can differentiate offerings through recognition of environmental and social concerns and innovation. Pearson, the world's learning company.

BIC:

KJC Business strategy, KJMV7 Sales & marketing management, KJS Sales & marketing

Our price£43.72
RRP £52.99
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