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MARKETING STRATEGY AND COMPETITIVE POSITIONING

For undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management.


Understand and formulate rigorous marketing strategies and differential advantage in today’s marketplace


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 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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Detail Information
Series Title
-
Statement of Responsibility
Call Number
658.802 HOE m 7th
Publisher
New York : Pearson.,
Collation
xxiii, 594 p. : ill. ; 26 cm.
Language
English
ISBN/ISSN
978-1-292-27654-0
Classification
658.802
Content Type
-
Edition
7th. ed.
Subject(s)
Buku Wajib
Business Marketing
Marketing Research - Business
Specific Detail Info
-
Other version/related

No other version available

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