tailieunhanh - Ebook Marketing strategy & competitive positioning (6th edition): Part 1

(BQ) Part 1 book "Marketing strategy & competitive positioning" has contents: Market led strategic management, strategic marketing planning, the changing market environment, customer analysis, competitor analysis, understanding the organisational resource base,.and other contents. | MARKETING STRATEGY & COMPETITIVE POSITIONING Sixth Edition Marketing Strategy and Competitive Positiowning 6e 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. New to this edition • • • • • • • • Updated to reflect the on-going global economic crisis and its impact on business and marketing. New coverage including the impact of emerging market on innovation, the perverse customer as a market force, the new realities in competing through services and market analysis and segmentation. Updated chapters on strategic customer management and strategic alliances. Increased emphasis on competing through innovation including new business models such as Uber, Netflix and new types of retailing. Updates vignettes at the beginning of chapters focusing on companies such as Amadeus, Mastercard and Samsung Pay and including discussion questions. New cases throughout the book including Ryanair, Amazon and Lego. Up-dated online resources include an Instructor’s Manual and PowerPoint slides for instructors, along with additional case studies for students. The book is ideal for undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management. Graham 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. Nigel F. Piercy was previously Professor of Marketing & Strategic Management & Associate Dean at Warwick Business School, Warwick University. Brigitte Nicoulaud is Senior Teaching Fellow at Aston Business School. John M. Rudd is a Professor of Marketing and Head of the Marketing Group at Warwick Business .