01544nam a22002057a 4500 120314t xxu||||| |||| 00| 0 eng d 0273655167 HF5415.127.H66 Hooley, Graham Marketing strategy and competitive positioning. / Graham Hooley, John Saunders and Nigel Piercy 3rd ed. Harlow: Prentice Hall, c2004. xxiii, 619 p.: ill.; 23cm. 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. Marketing. Saunders, John Piercy, Nigel lcc BK 647 8147 0 0 lcc 0 0 WIUC-1 WIUC-1 GEN 2012-03-14 0 HF5415.127.H66 1750/12 2012-03-14 00:00:00 2012-03-14 BK