Marketing Strategy and Competitive Positioning, 8th edition

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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Guide your students through the processes of creating and implementing effective marketing strategies with the support of the ideal text

Marketing Strategy and Competitive Positioning, 8th Edition, by Hooley, Nicoulaud, Rudd and Lee, offers a deep focus on the knowledge of an effective marketing strategy and competitive positioning.

Suitable for undergraduate and postgraduate students, the textbook includes an in-depth discussion of the marketing processes to achieve competitive advantage in a business environment.

Hallmark features of this title

Support your students' learning of the methods to achieve competitive advantage in a business environment

The definition, role and scope of marketing, and the fundamental changes that are taking place in how marketing operates in organisations
Emphasis on the ever-growing, competitive digital world and the emerging markets
Focus on two central issues in marketing strategy formulation – the identification of target markets and the creation of a differential advantage
In-depth discussion on the digitalization and technological advances in the world today and their impact on climate change and marketing strategies
Vignettes and case studies to help you connect marketing principles with practical applications

The ideal text to support your students' knowledge around rigorous marketing strategies, from formulating to implementation

Updated to reflect the most up-to-date content, this textbook helps your students examine, among others, the ways firms can differentiate their strategy in light of environmental and social concerns and innovation.

New and updated features of this title

Updated content to reflect changed context and various impacts on businesses, consumers/society and marketing activity
Increased emphasis on competing through differentiation and customer knowledge, including new business models
Emphasis on competing globally within a digitalization context
Updated online resources, including an Instructor’s Manual and PowerPoint slides for instructors, along with additional case studies for students
Updated vignettes and new case studies to discuss practical implementation of theories

Features of Pearson eTextbook for the 8th Edition

Extend learning beyond the classroom with Pearson eTextbook – an easy-to-use digital textbook.

Marketing Strategy and Competitive Positioning 8th Edition offers a deep understanding of the process for developing and implementing a rigorous marketing strategy. With updated content to reflect current market expectations, this book focuses on the marketing processes to achieve competitive advantage in a business environment.

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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

Graham Hooley is Emeritus Professor of Marketing at Aston University. He is past President of the European Marketing Academy and Fellow of the Chartered Institute of Marketing, the British Academy of Management, EMAC and the Higher Education Academy.

Brigitte Nicoulaud is Deputy Head of the Marketing and Strategy Department at Aston Business School.

John M Rudd is a Professor of Marketing and Head of the Marketing Group at Warwick Business School.

Nick Lee is a Professor of Marketing at Warwick Business School. He is an Honorary Life Member of the Academy of Marketing, Fellow of the Higher Education Academy and the Association for Professional Sales.

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They say you can’t judge a book by its cover. It’s the same with your students. Meet each one right where they are with an engaging, interactive, personalized learning experience that goes beyond the textbook to fit any schedule, any budget, and any lifestyle.