Opis: Marketing Strategy and Competitive Positioning - Nigel F. Piercy, Brigitte Nicoulaud, Nigel Piercy

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: Psion CHAPTER 2 Strategic marketing planning Case Study: iPhone PART II COMPTETIVE MARKET ANALYSIS CHAPTER 3 The Changing Market Environment Case Study: Virgin Megastore CHAPTER 4 Customer analysis Case Study: Procter & Gamble CHAPTER 5 Competitor analysis Case Study: Emap CHAPTER 6 Understanding the Organisational Resource Base Case Study: Miele CHAPTER 7 Forecasting future demand and market requirements Case Study: Boeing PART III IDENTIFYING CURRENT AND FUTURE COMPETITIVE POSITIONS CHAPTER 8 Segmentation and positioning principles Case Study: Internet Exchange CHAPTER 9 Segmentation and positioning research Case Study: Asianet, Zee TV, Namaste and more CHAPTER 10 Selecting market targets Case Study: B&O PART IV COMPETITIVE POSITIONING STRATEGIES CHAPTER 11 Creating Sustainable Competitive Advantage Case Study: Nokia CHAPTER 12 Competing through the New Marketing Mix Case Study: Tyrrell's CHAPTER 13 Competing through innovation Case Study: Gillette CHAPTER 14 Competing through superior service and customer relationships Case Study: Pret a Manger PART V: IMPLEMENTING THE STRATEGY CHAPTER 15 Strategic customer management Case Study: Xerox CHAPTER 16 Strategic alliances and networks Case Study: Yahoo and eBay CHAPTER 17 Strategy implementation and internal marketing Case Study: British Airways CHAPTER 18 Corporate Social Responsibility Case Study: Ballantyne, Smythson and others CHAPTER 19 Twenty-first Century Marketing Case Study: Trend spotting at the Henley Centre and elsewhere

Szczegóły: Marketing Strategy and Competitive Positioning - Nigel F. Piercy, Brigitte Nicoulaud, Nigel Piercy

Tytuł: Marketing Strategy and Competitive Positioning
Autor: Nigel F. Piercy, Brigitte Nicoulaud, Nigel Piercy
Producent: Prentice Hall
ISBN: 9780273740933
Rok produkcji: 2011
Ilość stron: 592
Oprawa: Miękka
Waga: 1.08 kg

Recenzje: Marketing Strategy and Competitive Positioning - Nigel F. Piercy, Brigitte Nicoulaud, Nigel Piercy