Table of Contents

• Chapter 1 - Marketing Strategy
• Chapter 2 - Strategic Marketing Planning
• Chapter 3 - Competitive Market Analysis
• Chapter 4 - Customer Analysis
• Chapter 5 - Competitor Analysis
• Chapter 6 - Understanding the Organisational Resource Base
• Chapter 7 - Understanding Current and Future Competitive Positions
• Chapter 8 - Segmentation and Positioning Research
• Chapter 9 - Selecting market targets
• Chapter 10 - Competitive Positioning Strategies
• Chapter 11 - Competing through the new marketing mix
• Chapter 12 - Competing through innovation
• Chapter 13 - Competing through superior service and customer relationships
• Chapter 14 - Strategic customer management
• Chapter 15 - Strategic Alliances and networks
• Chapter 16 - Strategy Implementation and Internal Marketing
• Chapter 17 - Corporate Social Responsibility and Ethics
• Chapter 18 - Implementing the Strategy

About the Author

Graham Hooley is Emeritus Professor of Marketing at Aston University. He is a past President of the European Marketing Academy, Fellow of the Chartered Institute of Marketing, British Academy of Management, EMAC and the Higher Education Academy. Brigitte Nicoulaud is Senior Teaching Fellow at Aston Business School. Nigel F. Piercy was previously Professor of Marketing & Strategic Management & Associate Dean at Warwick Business School, Warwick University. John M Rudd is a Professor of Marketing and Head of the Marketing Group at Warwick Business School.