Marketing Strategy & Competitive Positioning, 5th edition
By Graham Hooley, et al.
February 2012
Pearson Education
Distributed by the Trans-Atlantic Publications
ISBN: 9780273740933
578 Pages, Illustrated
$125.00 Paper original
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.
PART I MARKETING STRATEGY
CHAPTER 1 Market-led strategic management
Case Study: PsionCHAPTER 2 Strategic marketing planning
Case Study: iPhonePART II COMPTETIVE MARKET ANALYSIS
CHAPTER 3 The Changing Market Environment
Case Study: Virgin MegastoreCHAPTER 4 Customer analysis
Case Study: Procter & GambleCHAPTER 5 Competitor analysis
Case Study: EmapCHAPTER 6 Understanding the Organisational Resource Base
Case Study: MieleCHAPTER 7 Forecasting future demand and market requirements
Case Study: BoeingPART III IDENTIFYING CURRENT AND FUTURE COMPETITIVE POSITIONS
CHAPTER 8 Segmentation and positioning principles
Case Study: Internet ExchangeCHAPTER 9 Segmentation and positioning research
Case Study: Asianet, Zee TV, Namaste and moreCHAPTER 10 Selecting market targets
Case Study: B&OPART IV COMPETITIVE POSITIONING STRATEGIES
CHAPTER 11 Creating Sustainable Competitive Advantage
Case Study: NokiaCHAPTER 12 Competing through the New Marketing Mix
Case Study: Tyrrell'sCHAPTER 13 Competing through innovation
Case Study: GilletteCHAPTER 14 Competing through superior service and customer relationships
Case Study: Pret a MangerPART V: IMPLEMENTING THE STRATEGY
CHAPTER 15 Strategic customer management
Case Study: XeroxCHAPTER 16 Strategic alliances and networks
Case Study: Yahoo and eBayCHAPTER 17 Strategy implementation and internal marketing
Case Study: British AirwaysCHAPTER 18 Corporate Social Responsibility
Case Study: Ballantyne, Smythson and othersCHAPTER 19 Twenty-first Century Marketing
Case Study: Trend spotting at the Henley Centre and elsewhere
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