Cover Image

Marketing Strategy and Competitive Positioning, 7th Edition.

Marketing Strategy and Competitive Positioning 7e 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 adva...

Full description

Bibliographic Details
Main Author: Hooley, Graham.
Other Authors: Nicoulaud, Brigitte., Rudd, John., Lee, Nick.
Format: eBook
Language:English
Published: Harlow, United Kingdom : Pearson Education, Limited, 2020.
Edition:7th ed.
Subjects:
Electronic books.
Online Access:View fulltext via EzAccess
LEADER 10361nam a22004933i 4500
001 EBC6000972
003 MiAaPQ
005 20210318061024.0
006 m o d |
007 cr cnu||||||||
008 210318s2020 xx o ||||0 eng d
020 |a 9781292276571  |q (electronic bk.) 
020 |z 9781292276540 
035 |a (MiAaPQ)EBC6000972 
035 |a (Au-PeEL)EBL6000972 
035 |a (OCoLC)1134074391 
040 |a MiAaPQ  |b eng  |e rda  |e pn  |c MiAaPQ  |d MiAaPQ 
050 4 |a HF5415.127  |b H66 2020 
100 1 |a Hooley, Graham. 
245 1 0 |a Marketing Strategy and Competitive Positioning, 7th Edition. 
250 |a 7th ed. 
264 1 |a Harlow, United Kingdom :  |b Pearson Education, Limited,  |c 2020. 
264 4 |c ©2020. 
300 |a 1 online resource (618 pages) 
336 |a text  |b txt  |2 rdacontent 
337 |a computer  |b c  |2 rdamedia 
338 |a online resource  |b cr  |2 rdacarrier 
505 0 |a Front Cover -- Half Title Page -- Title Page -- Copyright Page -- Brief Contents -- Contents -- Preface -- Acknowledgements -- Publisher's acknowledgements -- PART 1 MARKETING STRATEGY -- CHAPTER 1 MARKET-LED STRATEGIC MANAGEMENT -- Introduction -- 1.1 The marketing concept and market orientation -- 1.2 The resource-based view of marketing -- 1.3 Organisational stakeholders -- 1.4 Marketing fundamentals -- 1.5 The role of marketing in leading strategic management -- Summary -- Case study: LEGO builds new dimension with digital vision -- CHAPTER 2 STRATEGIC MARKETING PLANNING -- Introduction -- 2.1 Defining the business purpose or mission -- 2.2 The marketing strategy process -- 2.3 Establishing the core strategy -- 2.4 Creation of the competitive positioning -- 2.5 Implementation -- Summary -- Case study: Amazon eyes online sales boost through 'Fire' smartphone -- PART 2 COMPETITIVE MARKET ANALYSIS -- CHAPTER 3 THE CHANGING MARKET ENVIRONMENT -- Introduction -- 3.1 A framework for macro-environmental analysis -- 3.2 The economic and political environment -- 3.3 The social and cultural environment -- 3.4 The technological environment -- 3.5 Changes in marketing infrastructure and practices -- 3.6 New strategies for changing macro-environments -- 3.7 The Five Forces model of industry competition -- 3.8 The product life cycle -- 3.9 Strategic groups -- 3.10 Industry evolution and forecasting -- 3.11 Environmental stability -- 3.12 SPACE analysis -- 3.13 The Advantage Matrix -- Summary -- Case study: Dyson: A British inventor pivots to Asia -- CHAPTER 4 CUSTOMER ANALYSIS -- Introduction -- 4.1 What we need to know about customers -- 4.2 Marketing research -- 4.3 The marketing research process -- 4.4 Organising customer information -- Summary -- Case study: Amazon and Google lead way on virtual assistant dealmaking at CES. 
505 8 |a CHAPTER 5 COMPETITOR ANALYSIS -- Introduction -- 5.1 Competitive benchmarking -- 5.2 The dimensions of competitor analysis -- 5.3 Choosing good competitors -- 5.4 Obtaining and disseminating competitive information -- Summary -- Case study: Adidas kicks off US drive to close in on Nike -- CHAPTER 6 UNDERSTANDING THE ORGANISATIONAL RESOURCE BASE -- Introduction -- 6.1 Marketing resources as the foundation for differentiation -- 6.2 Value-creating disciplines -- 6.3 The resource-based view of the firm -- 6.4 Creating and exploiting marketing assets -- 6.5 Developing marketing capabilities -- 6.6 Dynamic marketing capabilities -- 6.7 Resource portfolios -- 6.8 Developing and exploiting resources -- Summary -- Case study: Why Ford is stalling in China while Toyota succeeds -- PART 3 IDENTIFYING CURRENT AND FUTURE COMPETITIVE POSITIONS -- CHAPTER 7 SEGMENTATION AND POSITIONING PRINCIPLES -- Introduction -- 7.1 Principles of competitive positioning -- 7.2 Principles of market segmentation -- 7.3 The underlying premises of market segmentation -- 7.4 Bases for segmenting markets -- 7.5 Segmenting consumer markets -- 7.6 Segmenting business markets -- 7.7 Identifying and describing market segments -- 7.8 The benefits of segmenting markets -- 7.9 Implementing market segmentation -- Summary -- Case study: Turning right: First-class air travel is in decline -- CHAPTER 8 SEGMENTATION AND POSITIONING RESEARCH -- Introduction -- 8.1 A priori segmentation approaches -- 8.2 Post hoc/cluster-based segmentation approaches -- 8.3 Qualitative approaches to positioning research -- 8.4 Quantitative approaches to positioning research -- Summary -- Case study: How millennials became the world's most powerful consumers -- CHAPTER 9 SELECTING MARKET TARGETS -- Introduction -- 9.1 The process of market definition -- 9.2 Defining how the market is segmented. 
505 8 |a 9.3 Determining market segment attractiveness -- 9.4 Determining current and potential strengths -- 9.5 Making market and segment choices -- 9.6 Alternative targeting strategies -- Summary -- Case study: No-frills Ryanair faces test with Business Plus -- PART 4 COMPETITIVE POSITIONING STRATEGIES -- CHAPTER 10 CREATING SUSTAINABLE COMPETITIVE ADVANTAGE -- Introduction -- 10.1 Using organisational resources to create sustainable competitive advantage -- 10.2 Generic routes to competitive advantage -- 10.3 Achieving cost leadership -- 10.4 Achieving differentiation -- 10.5 Sustaining competitive advantage -- 10.6 Offensive and defensive competitive strategies -- Summary -- Case study: Volvo's heart will 'remain in Sweden' -- CHAPTER 11 COMPETING THROUGH THE EVOLVING MARKETING MIX -- Introduction -- 11.1 The market offer -- 11.2 Pricing strategies -- 11.3 Communications strategies -- 11.4 Distribution strategies -- 11.5 The extended marketing mix - people, processes and physical evidence -- 11.6 New businesses and business models -- 11.7 The connected marketing mix -- Summary -- Case study: How ABB FIA Formula E championship built a fan base from scratch -- CHAPTER 12 COMPETING THROUGH INNOVATION -- Introduction -- 12.1 Innovation strategy -- 12.2 New products -- 12.3 Planning for new products -- 12.4 The new product development process -- 12.5 Speeding new product development -- 12.6 Organising for new product development -- Summary -- Case study: Apple moves into fashion business with Watch launch -- CHAPTER 13 COMPETING THROUGH SUPERIOR SERVICE AND CUSTOMER RELATIONSHIPS -- Introduction -- 13.1 The goods and services spectrum -- 13.2 Service and competitive positioning -- 13.3 Relationship marketing -- 13.4 Customer service -- 13.5 Providing superior service -- 13.6 Customer relationship management -- 13.7 E-service quality. 
505 8 |a 13.8 Measuring and monitoring customer satisfaction -- Summary -- Case study: Property portals hand control to homeowners -- PART 5 IMPLEMENTING THE STRATEGY -- CHAPTER 14 STRATEGIC CUSTOMER MANAGEMENT AND THE STRATEGIC SALES ORGANISATION -- Introduction -- 14.1 Priorities for identifying strategic sales capabilities -- 14.2 The new and emerging competitive role for sales -- 14.3 The strategic sales organisation -- 14.4 Strategic customer management tasks -- 14.5 Managing the customer portfolio -- 14.6 Dealing with dominant customers -- Summary -- Case study: Power of the 'mummies' key to Nestle's strategy in DR Congo -- CHAPTER 15 STRATEGIC ALLIANCES AND NETWORKS -- Introduction -- 15.1 Pressures to partner -- 15.2 The era of strategic collaboration -- 15.3 The drivers of collaboration strategies -- 15.4 Network forms -- 15.5 Alliances and partnerships -- 15.6 Strategic alliances as a competitive force -- 15.7 The risks in strategic alliances -- 15.8 Managing strategic alliances -- Summary -- Case study: UPS and FedEx turn focus to consumer behaviour -- CHAPTER 16 STRATEGY IMPLEMENTATION AND INTERNAL MARKETING -- Introduction -- 16.1 The strategy implementation challenge in marketing -- 16.2 The development of internal marketing -- 16.3 The scope of internal marketing -- 16.4 Planning for internal marketing -- 16.5 Cross-functional partnership as internal marketing -- 16.6 Implementation and internal marketing -- Summary -- Case study: Inter Ikea's Torbjorn Loof: making the vision clear -- CHAPTER 17 CORPORATE SOCIAL RESPONSIBILITY AND ETHICS -- Introduction -- 17.1 Marketing strategy and corporate social responsibility -- 17.2 The scope of corporate social responsibility -- 17.3 Drivers of corporate social responsibility initiatives -- 17.4 The other side of corporate social responsibility initiatives. 
505 8 |a 17.5 Defensive corporate social responsibility initiatives -- 17.6 Corporate social responsibility and innovative competitive advantage -- 17.7 How companies are responding to the CSR mandate -- 17.8 CSR and customer value -- Summary -- Case study: Iceland Foods takes heat for bold environmental message -- PART 6 CONCLUSIONS -- CHAPTER 18 MARKETING IN THE TWENTY-FIRST CENTURY -- Introduction -- 18.1 The changing competitive arena -- 18.2 Fundamentals of strategy in a changing world -- 18.3 Competitive positioning strategies -- Summary -- Case study: Twitter builds on its character -- References -- Index -- Back Cover. 
520 |a Marketing Strategy and Competitive Positioning 7e 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. 
526 0 |a AA701 - Master in Business Administration (MBA))  |z Syllabus Programme 
588 |a Description based on publisher supplied metadata and other sources. 
590 |a Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2021. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries.  
655 4 |a Electronic books. 
700 1 |a Nicoulaud, Brigitte. 
700 1 |a Rudd, John. 
700 1 |a Lee, Nick. 
776 0 8 |i Print version:  |a Hooley, Graham  |t Marketing Strategy and Competitive Positioning, 7th Edition  |d Harlow, United Kingdom : Pearson Education, Limited,c2020  |z 9781292276540 
797 2 |a ProQuest (Firm) 
856 4 0 |u https://ezaccess.library.uitm.edu.my/login?url=https://ebookcentral.proquest.com/lib/uitm-ebooks/detail.action?docID=6000972  |z View fulltext via EzAccess 
966 0 |a 2021  |b ProQuest Ebook Central  |c UiTM Library  |d Atirah Ruslan  |e Arshad Ayub Graduate Business School (AAGBS)  |f ProQuest 

Similar Items