Marketing strategy & competitive positioning
AUTOR: Graham Hooley... [et al.]
TÍTULO: Marketing strategy & competitive positioning
COTA: CO/684.2-BC
EDITOR: Pearson Education
ANO: 2017
RESUMO: 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.