| ISBN |
9780273740933 (pbk.) : |
|
0273740938 (pbk.) : |
| Description |
xv, 578 p. : ill. ; 27 cm. |
| Note |
Formerly CIP. Uk |
| Contents |
Marketing strategy -- Market-led strategic management -- Strategic marketing planning -- Competitive market analysis -- The changing market environment -- Customer analysis -- Competitor analysis -- Understanding the organisational resource base -- Forecasting future demand and market requirements -- Identifying current and future competitive positions -- Segmentation and positioning principles -- Segmentation and positioning research -- Selecting market targets -- Competitive positioning strategies -- Creating sustainable competitive advantage -- Competing through the new marketing mix -- Competing through innovation -- Competing through superior service and customer relationships -- Implementing the strategy -- Strategic customer management -- Strategic alliances and networks -- Strategy implementation and internal marketing -- Corporate social responsibility -- Conclusions -- Twenty-first century marketing. |
| Subject |
Target marketing.
|
|
Marketing -- Management.
|
| Alt Author |
Piercy, Nigel.
|
|
Nicoulaud, Brigitte.
|
|
