Marketing Strategy and Competitive Positioning

Marketing Strategy and Competitive Positioning
Prof Graham Hooley (Auteur), Prof John Saunders (Auteur), Prof Nigel F. Piercy (Auteur), Brigitte Nicoulaud (Auteur)

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Description du produit

Suitable for undergraduate and post graduate students studying Marketing Management or Marketing Strategy. Marketing Strategy and Competitive Positioning deals with the process of developing and implementing a marketing strategy and how these processes can be managed to gain and sustain superior performance in the market place. The 4th edition contains 3 new chapters; Competing Through the New Marketing Mix, Strategic Customer Management, Corporate Social Responsibility. 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.