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.

Competitive Positioning: The Key to Marketing Strategy

Business & Money

Saunders, John

Hooley, Graham J.

Management & Leadership

PRENTICE/HALL

This second edition extends the scope of the original book to cover new developments in strategic thinking. It serves to meet the need for an up-to-date understanding of the meaning and scope of marketing strategy and a framework to manage the critical issues of market choice and competitive positioning. In particular, it draws attention to how organisations are defining marketing as a strategic force rather than just an operational department. CD-ROM of PowerPoint slides (0-13-096206-6).

Marketing Strategy and Competitive Positioning

Piercy,Nigel

Saunders, John A.

"Marketing Strategy and Competitive Positioning" deals with the process of developing and implementing a marketing strategy. The third edition 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.

Ft Pr

Thoroughly updated with new examples and the latest research findings, this new edition also boasts updates case studies in each chapter, taken from recent editions of the Financial Times, that illustrate the practical implications of the issues raised.

Nicoulaud, Brigitte

Pearson College Div

The aim of Quantitative Methods in Marketing is to provide practising or potential marketers with a guide to some of the most recent and popular techniques currently in use and to provide applications which demonstrate how users can best exploit these techniques.

Quantitative Methods in Marketing

Hooley, Graham

Hussey, Michael

Hussey, Michael K

Marketing & Sales

Cengage Learning EMEA

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Books by Hooley, Graham J.