Marketing strategy and competitive positioning, 8 ed., Hooley, Graham Piercy, Nigel Nicoulaud, Brigitte Rudd, John Lee, Nick
Старое издание
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 Цена: 74610 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: Hooley, Graham Nicoulaud, Brigitte Rudd, John Lee, Nick Название: Marketing strategy and competitive positioning, 7th edition ISBN: 1292276541 ISBN-13(EAN): 9781292276540 Издательство: Pearson Education Цена: 94920 T Наличие на складе: Поставка под заказ. Описание: For undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management. Understand and formulate rigorous marketing strategies and differential advantage in today's marketplace Marketing Strategy and Competitive Positioning, 7th Edition, by Hooley, Nicoulaud, Rudd and Lee provides a deep understanding of the process of developing and implementing a rigorous marketing strategy. This book focuses on competitive positioning and includes in-depth discussions of the processes used within marketing to achieve competitive advantage in a business environment - by creating and sustaining superior performance in the marketplace.
The key approach used in this book is to focus on two central issues in marketing strategy formulation - the identification of target markets, and the creation of a differential advantage. In doing so, it recognises the emergence of potential new target markets born of the recession, increased concern for climate change and disruption from ongoing technological advances. It helps you examine ways in which firms can differentiate offerings through recognition of environmental and social concerns and innovation.
Pearson, the world's learning company.
Автор: Ries, Al Trout, Jack Название: Positioning ISBN: 0071373586 ISBN-13(EAN): 9780071373586 Издательство: McGraw-Hill Рейтинг: Цена: 18290.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: Helps you deal with the problems of communicating to a skeptical, media-blitzed public. This book describes a revolutionary approach to creating a "position" in a prospective customer`s mind-one that reflects a company`s own strengths and weaknesses as well as those of its competitors.
Автор: Gil Pechuan Ignacio Название: Strategies in E-Business ISBN: 146148183X ISBN-13(EAN): 9781461481836 Издательство: Springer Рейтинг: Цена: 121110.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: This book shows how to align strategy, organization design, human resource management and e-business practice in developing successful social networking programs, taking into account the global financial crisis and challenges to traditional business models.
Автор: Chew Название: Strategic Positioning in Voluntary and Charitable Organizations ISBN: 1138879444 ISBN-13(EAN): 9781138879447 Издательство: Taylor&Francis Рейтинг: Цена: 57150.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: Using a three-stage approach which involves an exploratory survey and multiple case studies, this book reveals that charitable organizations are positioning themselves in distinctive ways that are not adequately explained by contemporary perspectives on strategic positioning derived from commercial strategy and marketing management literatures.
Автор: Tony Ellson Название: Culture and Positioning as Determinants of Strategy ISBN: 1403917515 ISBN-13(EAN): 9781403917515 Издательство: Springer Рейтинг: Цена: 111790.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: Strategic positioning is the assertion of an organizations personality on decisions of how and where to compete, it determines competitive position in the market place and differentiates the offering to the market.
Автор: Peter Kr?ssel Название: Future Telco ISBN: 303008521X ISBN-13(EAN): 9783030085216 Издательство: Springer Рейтинг: Цена: 74530.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: This book examines the extensive changes in markets, technologies and value chains that telecommunication companies are currently confronted with. It analyzes the crossroads they have reached and the choices that now need to be made – to be a bit pipe or a trendsetter of digitalization. Based on an analysis of the key challenges for telcos, the book derives future market scenarios and puts forward recommendations for how they can successfully position themselves. It proposes a framework based on seven “levers,” which addresses concrete measures in each step of the value chain, ranging from technology, IT and processes, to innovation, marketing and sales issues. The book discusses the current challenges and provides both general recommendations and concrete solutions. Respected experts illustrate innovative strategic and technical trends and provide insights gained in real-life transformation projects. Recent developments in the areas of regulation, product development, competition between over-the-top (OTT) providers and telcos, as well as technical innovations like 5G, SDN/NFV, LEO satellites and MEC are discussed. Accordingly, practitioners, managers and researchers alike will benefit from the book’s wealth of examples and up-to-date insights.
Автор: van der Grinten Jaap Название: Positioning the Brand ISBN: 0415665191 ISBN-13(EAN): 9780415665193 Издательство: Taylor&Francis Рейтинг: Цена: 51030.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: This innovative short text provides an in-depth, step-by-step description of all that an aspiring brand manager needs to know, in order to maximise the potential of their brands.
Автор: Ries, Al Trout, Jack Название: Positioning: the battle for your mind, 20th anniversary edition ISBN: 0071359168 ISBN-13(EAN): 9780071359160 Издательство: McGraw-Hill Рейтинг: Цена: 25150.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: This 20th Anniversary Edition makes available to business and marketing professionals---including tens of thousands of Ries and Trout groupies, worldwide---the work that forever changed the way marketing strategy is done.
Автор: Kr?ssel Название: Future Telco ISBN: 3319777238 ISBN-13(EAN): 9783319777238 Издательство: Springer Рейтинг: Цена: 55890.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: This book examines the extensive changes in markets, technologies and value chains that telecommunication companies are currently confronted with.
Название: Positioning for Advantage: Techniques and Strategies to Grow Brand Value ISBN: 0231189001 ISBN-13(EAN): 9780231189002 Издательство: Wiley Рейтинг: Цена: 26400.00 T Наличие на складе: Есть у поставщика Поставка под заказ. Описание: Positioning for Advantage is a comprehensive how-to guide for creating, building, and executing effective brand strategies. Kimberly A. Whitler identifies essential marketing strategy techniques and moves through the major stages of positioning a brand to achieve in-market advantage.
The Internet of Things, robo investment advisers, wearable fitness devices, remote health care operations . . . business executives in many industries are currently being inundated with a confusingly and exhaustingly broad range of technological developments that enable new business models.
There is, however, a common thread among all of these developments: firms are fundamentally changing how they connect with their customers. Rather than having occasional, episodic interactions--where customers realize they have an unmet need and then look for ways to fill it--firms are striving to be continuously connected to their customers, providing services and products as the needs arise, even before customers become aware of them.
Firms such as Nike, Disney, Progressive Insurance, McGraw-Hill Higher Education, Medtronic, Hewlett-Packard, and Tesco are developing and competing on connected strategies creating superior customer experiences through connectivity while simultaneously driving dramatic improvements in operational efficiencies and reshaping their industries.
Strategy and operations experts Nicolaj Siggelkow and Christian Terwiesch reveal the emergence of connected strategies across a broad array of industries and show how these strategies work, how they eliminate the trade-off between superior customer experience and low cost, and how companies can formulate, design, and implement them. In showing how to create a connected strategy, the authors reveal the four pathways--respond-to-desire, curated offerings, coaching, and automatic execution--for turning occasional, episodic interactions into continuous relationships. Siggelkow and Terwiesch show you how to:
Reshape the connections between customers, suppliers, and your firm
Create the right revenue model
Make the best technology choices to support your strategy
Integrating rich examples, how-to advice, and tools in the form of "workshop chapters" throughout, this book is the ultimate resource for creating connected relationships with your customers and redefining the connections in your industry.
