Marketing strategy & competitive positioning:
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Harlow
Financial Times Prentice Hall
2012
|
| Ausgabe: | 5. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XV, 578 S. Ill., graph. Darst. |
| ISBN: | 9780273740933 |
Internformat
MARC
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| 245 | 1 | 0 | |a Marketing strategy & competitive positioning |c Graham J. Hooley ; Nigel F. Piercy ; Brigitte Nicoulaud |
| 246 | 1 | 3 | |a Marketing strategy and competitive positioning |
| 246 | 1 | |a Marketing strategy and competitive positioning | |
| 250 | |a 5. ed. | ||
| 264 | 1 | |a Harlow |b Financial Times Prentice Hall |c 2012 | |
| 300 | |a XV, 578 S. |b Ill., graph. Darst. | ||
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Datensatz im Suchindex
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|---|---|
| adam_text |
Titel: Marketing strategy and competitive positioning
Autor: Hooley, Graham J.
Jahr: 2012
Preface xi PART 2
Acknowledgement xIII
ANALYSIS
Publisher's acknowledgements xiv COMPETITIVE MARKET
PART 1 CHAPTER 3
THE CHANGING MARKET ENVIRONMENT 54
MARKETING STRATEGY
Recession-hit Aga trials green energy 54
Introduction 55
CHAPTER 1 3.11 A framework for macro-environmental
MARKET-LED STRATEGIC MANAGEMENT 4 analysis 56
3.2 The economic and political environment 57
Puma gives the boot to cardboard shoeboxes 4 33 The social and cultural environment 59
Introduction 5 34 The technological environment 62
1.1 The marketing concept and market orientation 6 35 Changes in marketing infrastructure and
1.2 The resource-based view of marketing 12 practices 64
1.3 Organisational stakeholders 14 36 New strategies for changing macro-
1.4 Marketing fundamentals 19 environments 65
1.5 The role of marketing in leading strategic 37 The Five Forces model of industry
management 23 competition 68
Summary 25 38 The product life cycle 71
Case study: Consumer trust sees John Lewis 39 strateqic qroups 74
set retail pace 25 3.10 Industry evolution and forecasting 77
3.11 Environmental stability 79
CHAPTER 2 3.12 SPACE analysis 81
STRATEGIC MARKETING PLANNING 27 3.13 The Advantage Matrix 83
Summary 84
Asos founder turns to online homeware 27
Introduction 28
2.1 Defining the business purpose or mission 29
2.2 The marketing strategy process 32
2.3 Establishing the core strategy 33
2.4 Creation of the competitive positioning 42 CUSTOMER ANALYSIS 87
2.5 Implementation 45 Audi to relaunch A2 city model with 'apps' for
Summary 49 bespoke features 87
Case study: iPhone 49 Introduction 88
Case study: Food group shifts strategy to
volume growth 85
CHAPTER 4
4.1 What we need to know about customers 88 PART 3
SS2K1*p« - IDENTIFYING CURRENT AND
4.4 Organising customer information 101 FUTURE COMPETITIVE
Summary 103 POSITIONS
Case study: Balderton plugs into teenagers'
attention spans 103
CHAPTER 5
COMPETITOR ANALYSIS 105
CHAPTER 8
SEGMENTATION AND POSITIONING
PRINCIPLES 182
Gatwick seeks greater competition with BAA 105 jaeger targets younger shoppers 182
lntroduction 106 Introduction 183
5.1 Competitive benchmarking 107 8.1 principles of competitive positioning 184
5.2 The dimensions of competitor analysis 108 8.2 Principles of market segmentation 187
5.3 Choosing good competitors 121
8.3 The underlying premises of market
5.4 Obtaining and disseminating competitive segmentation 187
information 123
Summary 126
8.4 Bases for segmenting markets 188
8.5 Segmenting consumer markets 189
Case study: Football battle between Nike and 8.6 Segmenting business markets
Adidas intensifies off pitch 127
CHAPTER 6
CHAPTER 10
200
8.7 Identifying and describing market
segments 204
8.8 The benefits of segmenting markets 205
UNDERSTANDING THE ORGANISATIONAL 8 9 lmp|ementing market segmentation 206
RESOURCE BASE 129 Summary 209
Waterstone's links up with Paperchase 129 Case study: Nestle refines its arsenal in the
Introduction 130 luxury coffee war 209
6.1 Marketing resources as the foundation
for differentiation 131 CHAPTER 9
6.2 Value-creating disciplines 132 SEGMENTATION AND POSITIONING
RESEARCH 211
6.3 The resource-based view of the firm 134
6.4 Creating and exploiting marketing assets 138
6.5 Developing marketing capabilities 147 E-reader market cuts prices again 211
6.6 Dynamic marketing capabilities 149 Introduction 212
6.7 Resource portfolios 151 91 A priori segmentation approaches 213
6.8 Developing and exploiting resources 152 9.2 Post hoc/cluster-based segmentation
Summary 153 approaches 217
Case study: Family tradition in domestic 9-3 Qualitative approaches to positioning
partnership 154 research 224
9.4 Quantitative approaches to positioning
CHAPTER 7 research 226
FORECASTING FUTURE DEMAND AND Summary 234
MARKET REQUIREMENTS ise Case study: A Passion that became a brand 235
Airbus talks of rise in demand 156
Introduction 157
7.1 Forecasting what? 157 SELECTING MARKET TARGETS 238
7.2 Forecasts based on current demand 157 The public image: Kodak 238
7.3 Forecasts based on past demand 159 Introduction 239
7.4 Forecasting through experimentation 169 10.1 The process of market definition 240
7.5 Forecasting through intentions and 10.2 Defining how the market is segmented 242
expert opinion 172 10.3 Determining market segment attractiveness 244
Summary 175 10.4 Determining current and potential strengths 251
Case study: Procter Gamble raises market 10.5 Making market and segment choices 253
growth forecast 178 10.6 Alternative targeting strategies 255
Summary 257 Summary 350
Case study: B O 258 Case study: Gillette 350
CHAPTER 14
COMPETING THROUGH SUPERIOR
PART 4 SERVICE AND CUSTOMER
COMPETITIVE POSITIONING relationships
^TRATFRIFS Tne cust°mer is more right than you know 352
Introduction 354
14.1 The goods and services spectrum 355
14.2 Service and competitive positioning 357
14.3 Relationship marketing 360
14.4 The three S's of customer service 364
14.5 Providing superior service 365
Droid takes on iPhone 4 262 14.6 Customer relationship management 368
Introduction 263 14.7 E-service quality 369
11.1 Using organisational resources to create 143 Measuring and monitoring customer
sustainable competitive advantage 263 satisfaction 371
11.2 Generic routes to competitive advantage 265 Summary 375
11.3 Achieving cost leadership 265 Case study: Pret a Manger 375
11.4 Achieving differentiation 269
11.5 Sustaining competitive advantage 277
11.6 Offensive and defensive competitive
strategies 278
Summary 290 IMPLEMENTING THE
Case study: Volvo's heart will 'remain in Sweden' 290 STRATEGY
CHAPTER 11
CREATING SUSTAINABLE COMPETITIVE
ADVANTAGE 262
PART 5
CHAPTER 12
COMPETING THROUGH THE NEW CHAPTER 15
MARKETING MIX 292
STRATEGIC CUSTOMER MANAGEMENT 383
Microsoft Office set to go free online 292 Letting go can cut both ways 384
Introduction 293 Introduction 385
12.1 The market offer 294
15.1 Priorities for identifying strategic sales
12.2 Pricing strategies 304 capabilities 386
12.3 Communications strategies 308 15.2 The new and emerging competitive role
12.4 Distribution strategies 314 for sales 389
12.5 The extended marketing mix - people, 15 3 Tne strategic sales organisation 392
processes and physical evidence 315 15.4 strategic customer management tasks 398
12.6 New businesses and business models 317 15.5 Managing tne customer portfolio 400
Summary 319
Case study: Tyrrells 320
15.6 Dealing with dominant customers 402
Summary 412
Case study: Xerox 413
CHAPTER 13
COMPETING THROUGH INNOVATION 323 CHAPTER 16
Dyson to double numbers in UK STRATEGIC ALLIANCES AND NETWORKS 416
engineering team 323 Sony Ericsson on mission to gain
Introduction 324 US share 416
13.1 Innovation strategy 325 Introduction 417
13.2 New products 335 16.1 The era of strategic collaboration 421
13.3 Planning for new products 338 16.2 The drivers of collaboration strategies 422
13.4 The new product development process 340 16.3 Types of network 425
13.5 Speeding new product development 346 16.4 Alliances and partnerships 428
13.6 Organising new product development 347 16.5 Strategic alliances as a competitive force 431
16.6 The risks in strategic alliances 432 18.4 The other side of corporate social
16.7 Competing through strategic alliances 434 responsibility initiatives 481
Summary 439 18.5 Defensive corporate social responsibility
Case study: Yahoo and ebay 440 initiatives 485
18.6 Corporate social responsibility and
CHAPTER 17 innovative competitive advantage 490
STRATEGY IMPLEMENTATION AND 18.7 How companies are responding to the
INTERNAL MARKETING 442 CSR mandate 494
GM backs away from drive to end 18-8 CSR and customer value 498
use of'Chevy' 442 Summary 499
Introduction 443 ^ase stucly: Ballantyne, Smythson and others 500
17.1 The strategy implementation challenge in
marketing 445
17.2 The development of internal marketing 447
17.3 The scope of internal marketing 449 PART 6
17.4 Planning for internal marketing 458 CONCLUSIONS
17.5 Cross-functional partnership as internal
marketing 460
17.6 Implementation and internal market scenarios 466
Summary 468
Case study: British Airways 469
CHAPTER 19
TWENTY-FIRST CENTURY MARKETING 504
Hawang sets its e-reader sights high 504
CHAPTER 18 Introduction 505
CORPORATE SOCIAL RESPONSIBILITY 470 19.1 The changing competitive arena 505
Eco-friendly fabrics 470 192 Fundamentals of strategy in a changing
Introduction 471 world 511
18.1 Marketing strategy and corporate social 19.3 Competitive positioning strategies 516
responsibility 472 Summary 527
18.2 The scope of corporate social Case study: Twitter builds on its character 527
responsibility and corporate citizenship 475
18.3 Drivers of corporate social responsibility References 529
initiatives 478 Index 551
Supporting resources
Visit www.pearsoned.co.uk/hooley to find valuable online resources
Companion Website for students
• Extra case material with discussion questions that allow you to apply theory to recognisable real world
brands and products.
For instructors
• PowerPoint slides, including key figures from the book.
• Extensive Instructors Manual, with guidelines on how to get the most out of your teaching.
Also: The Companion Website provides the following features:
• Online help and support to assist with website usage and troubleshooting
For more information please contact your local Pearson Education sales representative or visit
www.pearsoned.co.uk/hooley |
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| spelling | Hooley, Graham J. Verfasser (DE-588)170348342 aut Marketing strategy & competitive positioning Graham J. Hooley ; Nigel F. Piercy ; Brigitte Nicoulaud Marketing strategy and competitive positioning 5. ed. Harlow Financial Times Prentice Hall 2012 XV, 578 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing Business planning Marketingstrategie (DE-588)4120697-6 gnd rswk-swf Positionierung Marketing (DE-588)4503311-0 gnd rswk-swf Marketingstrategie (DE-588)4120697-6 s Positionierung Marketing (DE-588)4503311-0 s DE-188 Piercy, Nigel 1953-2017 Verfasser (DE-588)170152138 aut Nicoulaud, Brigitte M. Verfasser (DE-588)170757188 aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=024383469&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Hooley, Graham J. Piercy, Nigel 1953-2017 Nicoulaud, Brigitte M. Marketing strategy & competitive positioning Marketing Business planning Marketingstrategie (DE-588)4120697-6 gnd Positionierung Marketing (DE-588)4503311-0 gnd |
| subject_GND | (DE-588)4120697-6 (DE-588)4503311-0 |
| title | Marketing strategy & competitive positioning |
| title_alt | Marketing strategy and competitive positioning |
| title_auth | Marketing strategy & competitive positioning |
| title_exact_search | Marketing strategy & competitive positioning |
| title_full | Marketing strategy & competitive positioning Graham J. Hooley ; Nigel F. Piercy ; Brigitte Nicoulaud |
| title_fullStr | Marketing strategy & competitive positioning Graham J. Hooley ; Nigel F. Piercy ; Brigitte Nicoulaud |
| title_full_unstemmed | Marketing strategy & competitive positioning Graham J. Hooley ; Nigel F. Piercy ; Brigitte Nicoulaud |
| title_short | Marketing strategy & competitive positioning |
| title_sort | marketing strategy competitive positioning |
| topic | Marketing Business planning Marketingstrategie (DE-588)4120697-6 gnd Positionierung Marketing (DE-588)4503311-0 gnd |
| topic_facet | Marketing Business planning Marketingstrategie Positionierung Marketing |
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