Book Statistics
Marketing Strategy and Competitive Positioning 4th Edition
Description
This book is 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. The book includes new developments in strategic thinking that have emerged in recent years. In particular, our approach emphasises the very different role that organisations are defining for marketing as a strategic force rather than just as an operational department.
It also represents our goal of reaching a broader audience to include strategic decision-makers as well as marketing specialists. Some of the topics include service quality and relationship marketing, networks and alliances, innovation, internal marketing and corporate social responsibility. Greater emphasis is given to the development of dynamic marketing capabilities, together with the need to reassess the role of marketing in the organisation as a critical process and not simply as a conventional functional specialisation.
This book is intended for readers in the academic, professional and practitioner markets who are linked by the need for an up-to-date understanding of the meaning and scope of marketing strategy and a framework to manage the critical issues of market choice and competitive positioning.
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