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Marketing Strategy and Competitive Positioning

By Hooley, Graham J.

Marketing Strategy and Competitive Positioning Law

Marketing Strategy and Competitive Positioning

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Description
Marketing Strategy and Competitive Positioning 5e 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 recession and increased concern for climate change; and it examines ways in which firms can differentiate their offerings through the recognition of environmental and social concerns.
Product details
Binding:
Paperback
Edition:
5
Number of Pages:
592
Release Date:
2013-01-07
Publication Date:
2011-10-31
Publisher:
Prentice Hall
Languages:
Original: English
ISBN10:
0273740938
ISBN13:
9780273740933
Weight:
1419 g
Height:
197 cm
Width:
264 cm
Thickness:
32 cm
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