Marketing Strategy and Competitive Positioning

Marketing Strategy and Competitive Positioning provides a thorough exploration of how to develop and implement an effective marketing strategy. The book places competitive positioning at its core, emphasizing how identifying target markets and establishing a clear differential advantage can lead to sustained superior performance in the marketplace. This sixth edition, published in 2017, has been updated to reflect ongoing changes in the global economic landscape. It examines how emerging markets, shifting consumer behaviors, and heightened environmental and social concerns are reshaping traditional approaches to marketing. The text offers fresh insights into competing through service innovation and modern business models, delving into the challenges and opportunities these changes present. Rich with contemporary case studies and industry examples, the book brings theory to life by showcasing how companies navigate the complexities of strategic customer management and alliance formation. Authored by experts Graham Hooley, Nigel Piercy, and Brigitte Nicoulaud, this edition serves as an essential reference for undergraduate and postgraduate students aiming to grasp the intricacies of marketing strategy in today’s dynamic environment.