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Marketing strategy and competitive positioning
Penulis
: Hooley, Graham and Nicoulaud, Brigitte ; Rudd, John M. ; Lee, Nick
Edisi
: Seventh Edition
Editor
:
Collation
: xxiii, 594 halaman ; 27 cm
Subyek
: Target Marketing ; Marketing Management
Penerbit
: Pearson - United Kingdom
Tahun
: 2020
ISBN
: 978-1-292-27654-0
Call Number
: 658.8 HOO m
Ringkasan :
Marketing Strategy and Competitive Positioning, 7th Edition by Hooley, Nicoulaud, Rudd and Lee provides a deep understanding of the process of developing and implementing a rigorous marketing strategy. This book focuses on competitive positioning at the heart of any marketing strategy, and includes in-depth discussions of the processes used within marketing to achieve competitive advantage in a business environment - by creating and sustaining superior performance in the marketplace. The key approach used in this book is to focus on two central issues in marketing strategy formulation - the identification of target markets, and the creation of a differential advantage. In doing so, it recognises the emergence of potential new target markets born of the recession, increased concern for climate change and disruption from ongoing technological advances. It helps you examine ways in which firms can differentiate offerings through recognition of environmental and social concerns and innovation.

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