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Author Hooley, Graham J.
Title Marketing strategy & competitive positioning.
Publisher Harlow, England : Pearson, 2017.
Edition Sixth edition / Graham Hooley, Nigel F. Piercy, Brigitte Nicoulaud, John M. Rudd.


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Descript xv, 569 pages : illustrations (colour)
Content text
Media computer
Carrier online resource
Edition Sixth edition / Graham Hooley, Nigel F. Piercy, Brigitte Nicoulaud, John M. Rudd.
Note Previous edition: 2012.
Contents Chapter 1 - Marketing Strategy Chapter 2 - Strategic Marketing Planning Chapter 3 - Competitive Market Analysis Chapter 4 - Customer Analysis Chapter 5 - Competitor Analysis Chapter 6 - Understanding the Organisational Resource Base Chapter 7 - Understanding Current and Future Competitive Positions Chapter 8 - Segmentation and Positioning Research Chapter 9 - Selecting market targets Chapter 10 - Competitive Positioning Strategies Chapter 11 - Competing through the new marketing mix Chapter 12 - Competing through innovation Chapter 13 - Competing through superior service and customer relationships Chapter 14 - Strategic customer management Chapter 15 - Strategic Alliances and networks Chapter 16 - Strategy Implementation and Internal Marketing Chapter 17 - Corporate Social Responsibility and Ethics Chapter 18 - Implementing the Strategy
Note 3 concurrent users. UkHlHU
ISBN 9781292017341 (e-book)
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Author Hooley, Graham J.
Subject Marketing -- Management.
Business planning.
Target marketing.
Alt author Piercy, Nigel.
Nicoulaud, Brigitte.
Rudd, John M.
Descript xv, 569 pages : illustrations (colour)
Content text
Media computer
Carrier online resource
Edition Sixth edition / Graham Hooley, Nigel F. Piercy, Brigitte Nicoulaud, John M. Rudd.
Note Previous edition: 2012.
Contents Chapter 1 - Marketing Strategy Chapter 2 - Strategic Marketing Planning Chapter 3 - Competitive Market Analysis Chapter 4 - Customer Analysis Chapter 5 - Competitor Analysis Chapter 6 - Understanding the Organisational Resource Base Chapter 7 - Understanding Current and Future Competitive Positions Chapter 8 - Segmentation and Positioning Research Chapter 9 - Selecting market targets Chapter 10 - Competitive Positioning Strategies Chapter 11 - Competing through the new marketing mix Chapter 12 - Competing through innovation Chapter 13 - Competing through superior service and customer relationships Chapter 14 - Strategic customer management Chapter 15 - Strategic Alliances and networks Chapter 16 - Strategy Implementation and Internal Marketing Chapter 17 - Corporate Social Responsibility and Ethics Chapter 18 - Implementing the Strategy
Note 3 concurrent users. UkHlHU
ISBN 9781292017341 (e-book)
Author Hooley, Graham J.
Subject Marketing -- Management.
Business planning.
Target marketing.
Alt author Piercy, Nigel.
Nicoulaud, Brigitte.
Rudd, John M.

Subject Marketing -- Management.
Business planning.
Target marketing.
Descript xv, 569 pages : illustrations (colour)
Content text
Media computer
Carrier online resource
Note Previous edition: 2012.
Contents Chapter 1 - Marketing Strategy Chapter 2 - Strategic Marketing Planning Chapter 3 - Competitive Market Analysis Chapter 4 - Customer Analysis Chapter 5 - Competitor Analysis Chapter 6 - Understanding the Organisational Resource Base Chapter 7 - Understanding Current and Future Competitive Positions Chapter 8 - Segmentation and Positioning Research Chapter 9 - Selecting market targets Chapter 10 - Competitive Positioning Strategies Chapter 11 - Competing through the new marketing mix Chapter 12 - Competing through innovation Chapter 13 - Competing through superior service and customer relationships Chapter 14 - Strategic customer management Chapter 15 - Strategic Alliances and networks Chapter 16 - Strategy Implementation and Internal Marketing Chapter 17 - Corporate Social Responsibility and Ethics Chapter 18 - Implementing the Strategy
Note 3 concurrent users. UkHlHU
Alt author Piercy, Nigel.
Nicoulaud, Brigitte.
Rudd, John M.
ISBN 9781292017341 (e-book)
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