000			01544nam a22002057a 4500
008			120314t xxu||||| |||| 00| 0 eng d
020			_a0273655167
050			_aHF5415.127.H66
100			_aHooley, Graham
245			_aMarketing strategy and competitive positioning. / _cGraham Hooley, John Saunders and Nigel Piercy
250			_a3rd ed.
260			_aHarlow: _bPrentice Hall, _cc2004.
300			_axxiii, 619 p.: _bill.; _c23cm.
500			_aIncludes index.
505			_aContents: 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.
650			_aMarketing.
700			_aSaunders, John
700			_aPiercy, Nigel
942			_2lcc _cBK
999			_c647 _d8147