Marketing strategy and competitive positioning:
Gespeichert in:
| Hauptverfasser: | , , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Harlow, England
Pearson
2020
|
| Ausgabe: | seventh edition |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXIII, 594 seiten |
| ISBN: | 9781292276540 |
Internformat
MARC
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| adam_text | Preface Acknowledgements Publisher’s acknowledgements xi xiv XV PART 2 COMPETITIVE MARKET ANALYSIS CHAPTER 3 PART 1 MARKETING STRATEGY CHAPTER 1 MARKET-LED STRATEGIC MANAGEMENT 4 Introduction 1.1 The marketing concept and market orientation 1.2 The resource-based view of marketing 1.3 Organisational stakeholders 1.4 Marketing fundamentals 1.5 The role of marketing in leading strategic management Summary Case study: LEGO builds new dimension with digital vision 5 6 12 14 19 23 25 25 CHAPTER 2 STRATEGIC MARKETING PLANNING 28 Introduction 2.1 Defining the business purpose or mission 2.2 The marketing strategy process 2.3 Establishing the core strategy 2.4 Creation of the competitive positioning 2.5 Implementation Summary Case study: Amazon eyes online sales boost through ‘Fire’ smartphone 29 30 THE CHANGING MARKET ENVIRONMENT 56 Introduction 3.1 A framework for macro-environmental analysis 3.2 The economic and political environment 3.3 The social and cultural environment 3.4 The technological environment 3.5 Changes in marketing infrastructure and practices 3.6 New strategies for changing macro-environments 3.7 The Five Forces model of industry competition 3.8 The product life cycle 3.9 Strategic groups 3.10 Industry evolution and forecasting 3.11 Environmental stability 3.12 SPACE analysis 3.13 The Advantage Matrix Summary Case study: Dyson: A British inventor pivots to Asia 57 58 59 61 65 68 70 72 76 78 81 83 85 87 89 go 33 34 CHAPTER 4 44 CUSTOMER ANALYSIS 47 50 51 Introduction 4.1 What we need to know about customers 4.2 Marketing research 4.3 The marketing research
process 4.4 Organising customer information Summary Case study: Amazon and Google lead way on virtual assistant dealmaking at CES 95 95 98 юб 107 m m
viii CONTENTS CHAPTER 5 COMPETITOR ANALYSIS 114 Introduction 5.1 Competitive benchmarking 5.2 The dimensions of competitor analysis 5.3 Choosing good competitors 5.4 Obtaining and disseminating competitive information Summary Case study: Adidas kicks off US drive to close in on Nike 115 116 118 131 133 136 137 CHAPTER 6 UNDERSTANDING THE ORGANISATIONAL RESOURCE BASE 140 Introduction 141 6.1 Marketing resources as the foundation for differentiation 6.2 Value-creating disciplines 6.3 The resource-based view of the firm 6.4 Creating and exploiting marketing assets 6.5 Developing marketing capabilities 6.6 Dynamic marketing capabilities 6.7 Resource portfolios 6.8 Developing and exploiting resources Summary Case study: Why Ford is stalling in China while Toyota succeeds Summary Case study: Turning right: First-class air travel is in decline CHAPTER 8 SEGMENTATION AND POSITIONING RESEARCH Introduction 8.1 A priori segmentation approaches 8.2 Post hoc/cluster-based segmentation approaches 8.3 Qualitative approaches to positioning research 8.4 Quantitative approaches to positioning research Summary Case study: How millennials became the world’s most powerful consumers 202 203 205 208 215 217 22s 226 142 143 145 CHAPTER 9 149 SELECTING MARKET TARGETS 230 Introduction 9.1 The process of market definition 9.2 Defining how the market is segmented 9.3 Determining market segment attractiveness 9.4 Determining current and potential strengths 9.5 Making market and segment choices 9.6 Alternative targeting strategies Summary Case study: No-frills Ryanair faces test with 231 Business PIUS
251 158 159 I6I 163 164 164 PART 3 IDENTIFYING CURRENT AND FUTURE COMPETITIVE POSITIONS 233 235 2З6 244 246 248 250 PART 4 COMPETITIVE POSITIONING STRATEGIES CHAPTER 7 SEGMENTATION AND POSITIONING PRINCIPLES Introduction 7.1 Principles of competitive positioning 7.2 Principles of market segmentation 7.3 The underlying premises of market segmentation 7.4 Bases for segmenting markets 7.5 Segmenting consumer markets 7.6 Segmenting business markets 7.7 Identifying and describing market segments 7.8 The benefits of segmenting markets 7.9 Implementing market segmentation 170 171 173 175 175 177 177 189 193 194 195 CHAPTER 10 CREATING SUSTAINABLE COMPETITIVE ADVANTAGE 256 Introduction 10.1 Using organisational resources to create sustainable competitive advantage 10.2 Generic routes to competitive advantage 10.3 Achieving cost leadership 10.4 Achieving differentiation 10.5 Sustaining competitive advantage 10.6 Offensive and defensive competitive strategies 257 257 259 26O 26Յ 272 274
CONTENTS Summary Case study: Volvo’s heart will ‘remain in Sweden’ 285 286 ix PART 5 IMPLEMENTING THE STRATEGY CHAPTER 11 COMPETING THROUGH THE EVOLVING MARKETING MIX Introduction 11.1 The market offer 11.2 Pricing strategies 11.3 Communications strategies 11.4 Distribution strategies 11.5 The extended marketing mix - people, processes and physical evidence 11.6 New businesses and business models 11.7 The connected marketing mix Summary Case study: How ABB FIA Formula E championship built a fan base from scratch CHAPTER 14 287 288 288 зоо յօտ 311 314 315 317 317 318 CHAPTER 12 COMPETING THROUGH INNOVATION 320 Introduction 12.1 Innovation strategy 12.2 New products 12.3 Planning for new products 12.4 The new product development process 12.5 Speeding new product development 12.6 Organising for new product development Summary Case study: Apple moves into fashion business with Watch launch 321 322 337 340 342 348 349 351 352 CHAPTER 13 COMPETING THROUGH SUPERIOR SERVICE AND CUSTOMER RELATIONSHIPS Introduction 13.1 The goods and services spectrum 13.2 Service and competitive positioning 13.3 Relationship marketing 13.4 Customer service 13.5 Providing superior service 13.6 Customer relationship management 13.7 E-service quality 13.8 Measuring and monitoring customer satisfaction Summary Case study: Property portals hand control to homeowners STRATEGIC CUSTOMER MANAGEMENT AND THE STRATEGIC SALES ORGANISATION Introduction 14.1 Priorities for identifying strategic sales capabilities 14.2 The new and emerging competitive role for sales 14.3 The strategic sales organisation 14.4
Strategic customer management tasks 14.5 Managing the customer portfolio 14.6 Dealing with dominant customers Summary Case study: Power of the ‘mummies’ key to Nestlé’s strategy in DR Congo 387 388 391 394 397 404 406 408 419 420 CHAPTER 15 STRATEGIC ALLIANCES AND NETWORKS 423 Introduction 15.1 Pressures to partner 15.2 The era of strategic collaboration 15.3 The drivers of collaboration strategies 15.4 Network forms 15.5 Alliancesand partnerships 15.6 Strategic alliances as a competitive force 15.7 The risks in strategic alliances 15.8 Managing strategic alliances Summary Case study: UPS and FedEx turn focus to consumer behaviour 424 425 429 430 434 436 440 442 443 448 449 354 355 359 361 364 369 370 373 375 377 З80 381 CHAPTER 16 STRATEGY IMPLEMENTATION AND INTERNAL MARKETING Introduction 16.1 The strategy implementation challenge in marketing 16.2 The development of internal marketing 16.3 The scope of internal marketing 16.4 Planning for internal marketing 16.5 Cross-functional partnership as internal marketing 16.6 Implementation and internal marketing Summary 453 457 460 461 471 473 480 481
x CONTENTS Case study: Inter Ikea’s Torbjörn Loof: making the vision clear 482 CHAPTER 17 CORPORATE SOCIAL RESPONSIBILITY AND ETHICS Introduction 17.1 Marketing strategy and corporate social responsibility 17.2 The scope of corporate social responsibility 17.3 Drivers of corporate social responsibility initiatives 17.4 The other side of corporate social responsibility initiatives 17.5 Defensive corporate social responsibility initiatives 17.6 Corporate social responsibility and innovative competitive advantage 17.7 How companies are responding to the CSR mandate 17.8 CSR and customer value 485 Summary Case study: Iceland Foods takes heat for 517 bold environmental message 518 PART 6 CONCLUSIONS 486 CHAPTER 18 490 493 495 497 502 MARKETING IN THE TWENTY-FIRST CENTURY Introduction 18.1 The changing competitive arena 18.2 Fundamentals of strategy in a changing world 18.3 Competitive positioning strategies Summary Case study: Twitter builds on its character 522 525 525 529 534 541 542 508 512 516 References Index 544 569
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| adam_txt |
Preface Acknowledgements Publisher’s acknowledgements xi xiv XV PART 2 COMPETITIVE MARKET ANALYSIS CHAPTER 3 PART 1 MARKETING STRATEGY CHAPTER 1 MARKET-LED STRATEGIC MANAGEMENT 4 Introduction 1.1 The marketing concept and market orientation 1.2 The resource-based view of marketing 1.3 Organisational stakeholders 1.4 Marketing fundamentals 1.5 The role of marketing in leading strategic management Summary Case study: LEGO builds new dimension with digital vision 5 6 12 14 19 23 25 25 CHAPTER 2 STRATEGIC MARKETING PLANNING 28 Introduction 2.1 Defining the business purpose or mission 2.2 The marketing strategy process 2.3 Establishing the core strategy 2.4 Creation of the competitive positioning 2.5 Implementation Summary Case study: Amazon eyes online sales boost through ‘Fire’ smartphone 29 30 THE CHANGING MARKET ENVIRONMENT 56 Introduction 3.1 A framework for macro-environmental analysis 3.2 The economic and political environment 3.3 The social and cultural environment 3.4 The technological environment 3.5 Changes in marketing infrastructure and practices 3.6 New strategies for changing macro-environments 3.7 The Five Forces model of industry competition 3.8 The product life cycle 3.9 Strategic groups 3.10 Industry evolution and forecasting 3.11 Environmental stability 3.12 SPACE analysis 3.13 The Advantage Matrix Summary Case study: Dyson: A British inventor pivots to Asia 57 58 59 61 65 68 70 72 76 78 81 83 85 87 89 go 33 34 CHAPTER 4 44 CUSTOMER ANALYSIS 47 50 51 Introduction 4.1 What we need to know about customers 4.2 Marketing research 4.3 The marketing research
process 4.4 Organising customer information Summary Case study: Amazon and Google lead way on virtual assistant dealmaking at CES 95 95 98 юб 107 m m
viii CONTENTS CHAPTER 5 COMPETITOR ANALYSIS 114 Introduction 5.1 Competitive benchmarking 5.2 The dimensions of competitor analysis 5.3 Choosing good competitors 5.4 Obtaining and disseminating competitive information Summary Case study: Adidas kicks off US drive to close in on Nike 115 116 118 131 133 136 137 CHAPTER 6 UNDERSTANDING THE ORGANISATIONAL RESOURCE BASE 140 Introduction 141 6.1 Marketing resources as the foundation for differentiation 6.2 Value-creating disciplines 6.3 The resource-based view of the firm 6.4 Creating and exploiting marketing assets 6.5 Developing marketing capabilities 6.6 Dynamic marketing capabilities 6.7 Resource portfolios 6.8 Developing and exploiting resources Summary Case study: Why Ford is stalling in China while Toyota succeeds Summary Case study: Turning right: First-class air travel is in decline CHAPTER 8 SEGMENTATION AND POSITIONING RESEARCH Introduction 8.1 A priori segmentation approaches 8.2 Post hoc/cluster-based segmentation approaches 8.3 Qualitative approaches to positioning research 8.4 Quantitative approaches to positioning research Summary Case study: How millennials became the world’s most powerful consumers 202 203 205 208 215 217 22s 226 142 143 145 CHAPTER 9 149 SELECTING MARKET TARGETS 230 Introduction 9.1 The process of market definition 9.2 Defining how the market is segmented 9.3 Determining market segment attractiveness 9.4 Determining current and potential strengths 9.5 Making market and segment choices 9.6 Alternative targeting strategies Summary Case study: No-frills Ryanair faces test with 231 Business PIUS
251 158 159 I6I 163 164 164 PART 3 IDENTIFYING CURRENT AND FUTURE COMPETITIVE POSITIONS 233 235 2З6 244 246 248 250 PART 4 COMPETITIVE POSITIONING STRATEGIES CHAPTER 7 SEGMENTATION AND POSITIONING PRINCIPLES Introduction 7.1 Principles of competitive positioning 7.2 Principles of market segmentation 7.3 The underlying premises of market segmentation 7.4 Bases for segmenting markets 7.5 Segmenting consumer markets 7.6 Segmenting business markets 7.7 Identifying and describing market segments 7.8 The benefits of segmenting markets 7.9 Implementing market segmentation 170 171 173 175 175 177 177 189 193 194 195 CHAPTER 10 CREATING SUSTAINABLE COMPETITIVE ADVANTAGE 256 Introduction 10.1 Using organisational resources to create sustainable competitive advantage 10.2 Generic routes to competitive advantage 10.3 Achieving cost leadership 10.4 Achieving differentiation 10.5 Sustaining competitive advantage 10.6 Offensive and defensive competitive strategies 257 257 259 26O 26Յ 272 274
CONTENTS Summary Case study: Volvo’s heart will ‘remain in Sweden’ 285 286 ix PART 5 IMPLEMENTING THE STRATEGY CHAPTER 11 COMPETING THROUGH THE EVOLVING MARKETING MIX Introduction 11.1 The market offer 11.2 Pricing strategies 11.3 Communications strategies 11.4 Distribution strategies 11.5 The extended marketing mix - people, processes and physical evidence 11.6 New businesses and business models 11.7 The connected marketing mix Summary Case study: How ABB FIA Formula E championship built a fan base from scratch CHAPTER 14 287 288 288 зоо յօտ 311 314 315 317 317 318 CHAPTER 12 COMPETING THROUGH INNOVATION 320 Introduction 12.1 Innovation strategy 12.2 New products 12.3 Planning for new products 12.4 The new product development process 12.5 Speeding new product development 12.6 Organising for new product development Summary Case study: Apple moves into fashion business with Watch launch 321 322 337 340 342 348 349 351 352 CHAPTER 13 COMPETING THROUGH SUPERIOR SERVICE AND CUSTOMER RELATIONSHIPS Introduction 13.1 The goods and services spectrum 13.2 Service and competitive positioning 13.3 Relationship marketing 13.4 Customer service 13.5 Providing superior service 13.6 Customer relationship management 13.7 E-service quality 13.8 Measuring and monitoring customer satisfaction Summary Case study: Property portals hand control to homeowners STRATEGIC CUSTOMER MANAGEMENT AND THE STRATEGIC SALES ORGANISATION Introduction 14.1 Priorities for identifying strategic sales capabilities 14.2 The new and emerging competitive role for sales 14.3 The strategic sales organisation 14.4
Strategic customer management tasks 14.5 Managing the customer portfolio 14.6 Dealing with dominant customers Summary Case study: Power of the ‘mummies’ key to Nestlé’s strategy in DR Congo 387 388 391 394 397 404 406 408 419 420 CHAPTER 15 STRATEGIC ALLIANCES AND NETWORKS 423 Introduction 15.1 Pressures to partner 15.2 The era of strategic collaboration 15.3 The drivers of collaboration strategies 15.4 Network forms 15.5 Alliancesand partnerships 15.6 Strategic alliances as a competitive force 15.7 The risks in strategic alliances 15.8 Managing strategic alliances Summary Case study: UPS and FedEx turn focus to consumer behaviour 424 425 429 430 434 436 440 442 443 448 449 354 355 359 361 364 369 370 373 375 377 З80 381 CHAPTER 16 STRATEGY IMPLEMENTATION AND INTERNAL MARKETING Introduction 16.1 The strategy implementation challenge in marketing 16.2 The development of internal marketing 16.3 The scope of internal marketing 16.4 Planning for internal marketing 16.5 Cross-functional partnership as internal marketing 16.6 Implementation and internal marketing Summary 453 457 460 461 471 473 480 481
x CONTENTS Case study: Inter Ikea’s Torbjörn Loof: making the vision clear 482 CHAPTER 17 CORPORATE SOCIAL RESPONSIBILITY AND ETHICS Introduction 17.1 Marketing strategy and corporate social responsibility 17.2 The scope of corporate social responsibility 17.3 Drivers of corporate social responsibility initiatives 17.4 The other side of corporate social responsibility initiatives 17.5 Defensive corporate social responsibility initiatives 17.6 Corporate social responsibility and innovative competitive advantage 17.7 How companies are responding to the CSR mandate 17.8 CSR and customer value 485 Summary Case study: Iceland Foods takes heat for 517 bold environmental message 518 PART 6 CONCLUSIONS 486 CHAPTER 18 490 493 495 497 502 MARKETING IN THE TWENTY-FIRST CENTURY Introduction 18.1 The changing competitive arena 18.2 Fundamentals of strategy in a changing world 18.3 Competitive positioning strategies Summary Case study: Twitter builds on its character 522 525 525 529 534 541 542 508 512 516 References Index 544 569 |
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| illustrated | Not Illustrated |
| index_date | 2024-07-03T16:35:26Z |
| indexdate | 2024-08-01T11:28:30Z |
| institution | BVB |
| isbn | 9781292276540 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-032546972 |
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| spellingShingle | Hooley, Graham J. Piercy, Nigel 1953-2017 Nicoulaud, Brigitte M. Rudd, John M. Marketing strategy and 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 and competitive positioning |
| title_auth | Marketing strategy and competitive positioning |
| title_exact_search | Marketing strategy and competitive positioning |
| title_exact_search_txtP | Marketing strategy and competitive positioning |
| title_full | Marketing strategy and competitive positioning Graham Hooley, Nigel F. Piercy, Brigitte Nicoulaud, John M. Rudd |
| title_fullStr | Marketing strategy and competitive positioning Graham Hooley, Nigel F. Piercy, Brigitte Nicoulaud, John M. Rudd |
| title_full_unstemmed | Marketing strategy and competitive positioning Graham Hooley, Nigel F. Piercy, Brigitte Nicoulaud, John M. Rudd |
| title_short | Marketing strategy and competitive positioning |
| title_sort | marketing strategy and 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 |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032546972&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT hooleygrahamj marketingstrategyandcompetitivepositioning AT piercynigel marketingstrategyandcompetitivepositioning AT nicoulaudbrigittem marketingstrategyandcompetitivepositioning AT ruddjohnm marketingstrategyandcompetitivepositioning |
Inhaltsverzeichnis
Schweinfurt Zentralbibliothek Lesesaal
| Signatur: |
2000 QP 600 H784(7) |
|---|---|
| Exemplar 1 | ausleihbar Verfügbar Bestellen |