Hooley, Graham creator Saunders, John Piercy, Nigel text xxu Harlow Prentice Hall c2004 3rd ed. monographic eng

print

xxiii, 619 p.: ill.; 23cm. 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. Graham Hooley, John Saunders and Nigel Piercy Includes index. Marketing HF5415.127.H66 0273655167 120314