Synopsis
This book is aimed at final year marketing students, MBA students and marketing managers. Focusing on how to create and sustain superior performance in the market place this book deals with the two central issues in marketing strategy formulation: the identification of target markets and the customers that the company will seek to serve; and the creation of a differential advantage, or competitive edge, that will enable a company to serve the customers more effectively than the competition. Taken together, decisions on these two issues create the competitive positioning of a company from which the implementation of the marketing programme and the elements of the marketing mix are dictated. The book discusses the issues of segmentation and positioning, and how best to apply these approaches. Strategies are presented for defending one's own and attacking one's competitors' positions. Important issues for the 1990s are identified and a framework for developing marketing strategy is presented. British and European examples are given, for example Unilever, Amstrad and American theme parks.
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Competitive Positioning: The Key to Market Success
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Prentice-Hall 01/03/1993, 1993
ISBN 10: 0131555995
ISBN 13: 9780131555990
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Competitive Positioning: The Key to Market Success
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Competitive Positioning
Published by
Prentice Hall, New York, 1993
ISBN 10: 0131555995
ISBN 13: 9780131555990
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Competitive Positioning: The Key to Marketing Strategy: Key to Market Strategy
Published by
Prentice-Hall 01.05.1993., 1993
ISBN 10: 0131555995
ISBN 13: 9780131555990
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Seller: NEPO UG, Rüsselsheim am Main, Germany
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Condition: Gut. 272 Seiten ex Library Book aus einer wissenschafltichen Bibliothek Sprache: Englisch Gewicht in Gramm: 469 23,4 x 17,5 x 2,0 cm, Taschenbuch. Seller Inventory # 334441
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Competitive Positioning: The Key to Marketing Strategy: Key to Market Strategy
Published by
Prentice-Hall 01.05.1993, 1993
ISBN 10: 0131555995
ISBN 13: 9780131555990
Used
Softcover
Seller: Sigrun Wuertele buchgenie_de, Altenburg, Germany
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Condition: Sehr gut - gebraucht. Taschenbuch 272 S. Sehr guter Zustand, ohne Namenseintrag Zustand: 2, Sehr gut - gebraucht, Taschenbuch Prentice-Hall , 1993-05-01 272 S. , Competitive Positioning: The Key to Marketing Strategy: Key to Market Strategy, Hooley, Graham J. Seller Inventory # BU248660
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Competitive Positioning: The Key to Marketing Strategy: Key to Market Strategy
Seller: Sigrun Wuertele buchgenie_de, Altenburg, Germany
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Condition: Sehr gut - gebraucht. Taschenbuch Sehr guter Zustand, ohne Namenseintrag, Zustand: 6, Sehr gut - gebraucht, Taschenbuch Prentice-Hall , 1993 , Competitive Positioning: The Key to Marketing Strategy: Key to Market Strategy, Graham J. Hooley, John Saunders. Seller Inventory # BU322108