Marketing strategy and competitive positioning. / Graham Hooley, John Saunders and Nigel Piercy
Material type: TextPublisher: Harlow: Prentice Hall, c2004Edition: 3rd edDescription: xxiii, 619 p.: ill.; 23cmISBN: 0273655167Subject(s): MarketingLOC classification: HF5415.127.H66Item type | Current location | Home library | Call number | Status | Date due | Barcode |
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Books | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY General Stacks | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.127.H66 (Browse shelf) | Available | 1750/12 |
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.
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