Marketing Strategy and Competitive Positioning (BOK)

Graham Hooley

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Marketing Strategy and Competitive Positioning 5e deals with the process of developing and implementing a marketing strategy. The book focuses on competitive positioning at the heart of marketing strategy and includes in-depth discussion of the processes used in marketing to achieve competitive advantage. The book is primarily about creating and sustaining superior performance in the marketplace. It focuses on the two central issues in marketing strategy formulation -- the identification of target markets and the creation of a differential advantage. In doing that, it recognises the emergence of new potential target markets born of the recession and increased concern for climate change; and it examines ways in which firms can differentiate their offerings through the recognition of environmental and social concerns.


Språk Engelsk Engelsk Innbinding Heftet
Utgitt 2011 Forfatter Graham Hooley
Pearson FT Prentice Hall
ISBN 9780273740933
Antall sider 592 Dimensjoner 19,7cm x 26,6cm x 2,8cm
Vekt 1370 gram Leverandør Bertram Trading Ltd