Graham Hooley: Marketing Strategy and Competitive Positioning, Kartoniert / Broschiert

Klappentext

Develop your knowledge around rigorous marketing strategies and differential advantage in a competitive marketplace

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

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

Key features include:

• Focus on two central issues in marketing strategy formulation - identifying target markets and creating a differential advantage
• Increased emphasis on competing through differentiation and customer knowledge, including new business models
• Updated content to reflect changed context and various impacts on businesses, consumers / society and marketing activity
• In-depth discussion on the digitalization and technological advances in the world today and their impact on climate change and marketing strategies
• Updated vignettes and new case studies to help you connect marketing principles with practical applications

About the authors:

Graham Hooleyis 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.