Hooley:Mktg Strategy and Co p7

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 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. This book is ideal for undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management. New to this edition: Updated content to reflect on-going economic turbulence and its impact on business and marketing. Coverage of the impact of emerging markets on issues of marketing and innovation, and new realities of competing through services, market analysis and segmentation. Increased emphasis on competing through innovation, including new business models / new types of retailing. Increased emphasis on competing globally in a digital world. Updated vignettes at the beginning of most chapters, and new case studies in…