Managing Marketing Information (Rle Marketing), Piercy Nigel, Evans Martin

Автор: Hooley, Graham J. Piercy, Nigel F. Nicoulaud, Brigitte Rudd, John
Название: Marketing strategy and competitive positioning
ISBN: 1292017317 ISBN-13(EAN): 9781292017310
Издательство: Pearson Education
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Цена: 74610.00 T
Наличие на складе: Невозможна поставка.
Описание: Marketing Strategy and Competitive Positioning 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. The book is primarily about creating and sustaining superior performance in the marketplace.

It focuses on the two central issues in marketing strategy formulation - the identification of target markets and the creation of a differential advantage. In doing that, it recognises the emergence of new potential target markets born of the recession and increased concern for climate change; and it examines ways in which firms can differentiate their offerings through the recognition of environmental and social concerns. New to this editionUpdated 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.

Brigitte Nicoulaud is Senior Teaching Fellow at Aston Business School. Nigel F. Piercy was previously Professor of Marketing & Strategic Management & Associate Dean at Warwick Business School, Warwick University.

John M Rudd is a Professor of Marketing and Head of the Marketing Group at Warwick Business School.

Автор: Hulbert, James M. Capon, Noel Piercy, Nigel F.
Название: Total integrated marketing
ISBN: 1439167273 ISBN-13(EAN): 9781439167274
Издательство: Simon & Schuster
Цена: 18350.00 T
Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: A groundbreaking guide to increasing sales and profits by reestablishing the primacy of marketing, from three leading experts.

Why are some companies able to focus on the important points, while others fight internal battles, obsess over trivia, and let opportunities pass them by? According to Hulbert, Capon, and Piercy, when companies succeed it is often because every single person in every department -- from Sales to Human Resources to Finance -- has one paramount goal: to win and keep customers. Many of today's companies, however, have not heeded this crucial message. When they falter, it is often due to the fact that different departments report to different executives: then short-term goals like sales drive out the long-term necessity of marketing. Despite lip service to the contrary, the marketing departments of most companies often fail to reach their most important customers. Drawing on their combined experience of three-quarters of a century advising corporations, Hulbert, Capon, and Piercy argue that marketing must be dragged out of the marketing department. Indeed, it must become the top priority of the CEO, who automatically sets the tone for the entire company.

The solution, the authors demonstrate, is to integrate the marketing imperative into every function of a corporation: finance, operations, sales, R&D, customer service, and human resources. This total marketing strategy has proven hugely successful for companies such as Intel, Canadian Pacific Hotels, Safeway, and Toyota.

Total Integrated Marketing provides an essential framework for designing and managing change so that companies can outperform their rivals. Containing a wealth of marketing tips and innovations easily adapted to any business, this is essential reading for all managers concerned about the future of their companies.