Competitive positioning : the key to market success

著者

書誌事項

Competitive positioning : the key to market success

Graham J. Hooley and John Saunders

Prentice Hall, 1993

  • : pbk

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注記

Includes bibliographical references and index

内容説明・目次

内容説明

This book is aimed at final year marketing students, MBA students and marketing managers. Focusing on how to create and sustain superior performance in the market place this book deals with the two central issues in marketing strategy formulation: the identification of target markets and the customers that the company will seek to serve; and the creation of a differential advantage, or competitive edge, that will enable a company to serve the customers more effectively than the competition. Taken together, decisions on these two issues create the competitive positioning of a company from which the implementation of the marketing programme and the elements of the marketing mix are dictated. The book discusses the issues of segmentation and positioning, and how best to apply these approaches. Strategies are presented for defending one's own and attacking one's competitors' positions. Important issues for the 1990s are identified and a framework for developing marketing strategy is presented. British and European examples are given, for example Unilever, Amstrad and American theme parks.

目次

  • Marketing strategy - market-lead strategic managment, strategic marketing planning, portfolio planning
  • competitive market analysis - industry analysis, assessment of corporate capabilities, customer analysis, competitor analysis
  • identifying current and future competitive positions - segmentation concepts and principles, segmentation research, positioning research
  • competitive positioning strategies - selecting market targets, building and maintaining defensible positions, offensive and defensive marketing strategies, conclusions.

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