TY  - BOOK
AU  - Hooley, Graham
AU  - Saunders, John
AU  - Piercy, Nigel
TI  - Marketing strategy and competitive positioning.
SN  - 0273655167
AV  - HF5415.127.H66 
PY  - 2004///
CY  - Harlow
PB  - Prentice Hall
KW  - Marketing
N1  - Includes index; Contents: Marketing strategy -- Market-led strategic management -- Strategic marketing planning -- Portfolio analysis -- Competitive market analysis -- The Changing market environment -- Analysis of the competitive environment -- Assessment of organisational resources -- Customer analysis -- Competitive analysis -- Forecasting future demand and market requirements -- Identifying current and future competitive positions -- Segmentation and positioning principles -- Segmentation and positioning research -- Selecting market target -- Competive positioning strategies -- Creating sustainable competitive advantage -- Offensive and defensive competitive strategies -- Competing through strategic alliances and networks -- Competing through superior service and customer relations -- Competing through innovation -- Competing through e-marketing -- Implementation through internal marketing -- Conclusions -- Marketing strategies for the twenty-first century
ER  -