Description
Book SynopsisGraham Hooley is Emeritus Professor of Marketing at Aston University. He is a past President of the European Marketing Academy, Fellow of the Chartered Institute of Marketing, 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.
John M Rudd is a Professor of Marketing and Head of the Marketing Group at Warwick Business School.
Nick Lee is a Professor of Marketing at Warwick Business School. He is an Honorary Life Member of the Academy of Marketing, Fellow of the Higher Education Academy and the Association for Professional Sales.
Table of ContentsPreface
Acknowledgements
Publisher’s Acknowledgements
Part 1: MARKETING STRATEGY
1. Market-led strategic management
2. Strategic marketing planning
Part 2: COMPETITIVE MARKET ANALYSIS
3. The changing market environment
4. Customer analysis
5. Competitor analysis
6. Understanding the organisational resource base
Part 3: IDENTIFYING CURRENT AND FUTURE COMPETITIVE POSITIONS
7. Segmentation and positioning principles
8. Segmentation and positioning research
9. Selecting market targets
Part 4: COMPETITIVE POSITIONING STRATEGIES
10. Creating sustainable competitive advantage
11. Competing through the evolving marketing mix
12. Competing through innovation
13. Competing through superior service and customer relationships
Part 5: IMPLEMENTING THE STRATEGY
14. Strategic customer management and the strategic sales organisation
15. Strategic alliances and networks
16. Strategy implementation and internal marketing
17. Corporate social responsibility and ethics
Part 6: CONCLUSIONS
18. Marketing in the twenty-first century
References
Index
