Marketing Strategy and Competitive Positioning / Graham Hooley, Brigitte Nicoulaud, John M. Rudd, Nick Lee

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Marketing Strategy and Competitive Positioning / Graham Hooley, Brigitte Nicoulaud, John M. Rudd, Nick Lee

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HOOLEY, Graham J. | NICOULAUD, Brigitte | RUDD, John M. | LEE, Nick

Published by Pearson - 2024 , 8th ed

Library: Paris Champerret

Source : Syracuse

Item type: Book
Language: English

Publication year: 2024
Edition no.: 8th ed

Subjects: STRATEGIC MARKETING - COMPETITION - ECONOMIC ANALYSIS - PERFORMANCE - WORLD

This book explores the key concepts of strategic marketing and competitive positioning. The book introduces the fundamentals of marketing, market analysis, and segmentation and targeting techniques. The authors emphasize the importance of brand positioning and describe the steps to develop a coherent marketing strategy, including the marketing mix. Finally, they emphasize the need to evaluate performance and adjust strategies according to market changes. This updated edition incorporates contemporary examples.

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