Marketing Strategy & Competitive Positionining

Condition: Used (ex library book)

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.

New to this edition

• Updated to reflect the global economic crisis and its impact on business and marketing
• Updated chapters on strategic alliances and networks, and internal marketing
• Increased coverage of sustainability and the environment
• New vignettes at the beginning of each chapter focusing on companies such as Puma, Aga and Jaeger and including discussion questions
• New and updated cases throughout the book including John Lewis, Danone and Nespresso
• Online resources include an Instructor's Manual and PowerPoint slides for instructors, along with additional case studies for students.

The book is ideal for undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management.