Hooley, G., Piercy, Nigel F. and Nicoulaud, B. (2012) Marketing strategy and competitive positioning. London: Prentice Hall/Financial Times. ISBN 9780273740933

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Abstract

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.

Item Type:	Book
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Social Sciences > Warwick Business School > Marketing & Strategic Management Faculty of Social Sciences > Warwick Business School
Publisher:	Prentice Hall/Financial Times
Place of Publication:	London
ISBN:	9780273740933
Date:	2012
Number of Pages:	632
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access
Description:	5th Edition
Version or Related Resource:	Hooley, G., Saunders, J., Piercy, N. F. and Nicolaud, B. (2009). Marketing strategy and competitive positioning. New Delhi, India: Dorling Kindersley (India) Pvt. Ltd.
URI:	http://wrap.warwick.ac.uk/id/eprint/44225

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