Marketing Strategy and Competitive Positioning, 8th edition

Published by Pearson (April 17, 2024) © 2024

  • Graham Hooley Aston University
  • Nigel Piercy Warwick Business School
  • Brigitte Nicoulaud Aston Business School
  • John Rudd University of Warwick
  • Nick Lee University of Warwick
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Develop your knowledge around rigorous marketing strategies from formulation to implementation

Marketing Strategy and Competitive Positioning, 8th Edition, by Hooley, Nicoulaud, Rudd and Lee, helps you grow an in-depth understanding of how to develop and implement a marketing strategy, and achieve sustainable competitive positioning.

This text is suitable for undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management.

By focusing on competitive positioning that lies at the heart of marketing strategy, this text introduces an in-depth discussion of the marketing processes to achieve competitive advantage in a business environment.

  • Preface
  • Acknowledgements
  • Part 1 Marketing Strategy
  • Market-led Strategic Management
  • Strategic Marketing Planning
  • Part 2 Competitive Market Analysis
  • The Changing Market Environment
  • Customer Analysis
  • Competitor Analysis
  • Understanding the Organisational Resource Base
  • Part 3 Identifying Current and Future Competitive Positions
  • Segmentation and Positioning Principles
  • Selecting Market Targets
  • Part 4 Competitive Positioning Strategies
  • Creating Sustainable Competitive Advantage
  • Competing Through the New Marketing Mix
  • Competing Through Innovation
  • Competing Through Superior Service and Customer Relationships
  • Part 5 Implementing the Strategy
  • Strategic Customer Management and The Strategic Sales Organisation
  • Strategic Alliances and Networks
  • Strategy Implementation and Internal Marketing
  • Corporate Social Responsibility and Ethics
  • Part 6 Conclusions
  • Marketing in the Twenty-First Century
  • References
  • Index

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