Marketing Strategy and Competitive Positioning

Marketing Strategy and Competitive Positioning 5e 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.

PART I MARKETING STRATEGY

CHAPTER 1 Market-led strategic management
Case Study: Psion

CHAPTER 2 Strategic marketing planning
Case Study: iPhone

PART II COMPTETIVE MARKET ANALYSIS

CHAPTER 3 The Changing Market Environment
Case Study: Virgin Megastore

CHAPTER 4 Customer analysis
Case Study: Procter & Gamble

CHAPTER 5 Competitor analysis
Case Study: Emap

CHAPTER 6 Understanding the Organisational Resource Base
Case Study: Miele

CHAPTER 7 Forecasting future demand and market requirements
Case Study: Boeing

PART III IDENTIFYING CURRENT AND FUTURE COMPETITIVE POSITIONS

CHAPTER 8 Segmentation and positioning principles
Case Study: Internet Exchange

CHAPTER 9 Segmentation and positioning research
Case Study: Asianet, Zee TV, Namaste and more

CHAPTER 10 Selecting market targets
Case Study: B&O

PART IV COMPETITIVE POSITIONING STRATEGIES

CHAPTER 11 Creating Sustainable Competitive Advantage
Case Study: Nokia

CHAPTER 12 Competing through the New Marketing Mix
Case Study: Tyrrell's

CHAPTER 13 Competing through innovation
Case Study: Gillette

CHAPTER 14 Competing through superior service and customer relationships
Case Study: Pret a Manger

PART V: IMPLEMENTING THE STRATEGY

CHAPTER 15 Strategic customer management
Case Study: Xerox

CHAPTER 16 Strategic alliances and networks
Case Study: Yahoo and eBay

CHAPTER 17 Strategy implementation and internal marketing
Case Study: British Airways

CHAPTER 18 Corporate Social Responsibility
Case Study: Ballantyne, Smythson and others

CHAPTER 19 Twenty-first Century Marketing
Case Study: Trend spotting at the Henley Centre and elsewhere

• Updated to cover recent changes in global economy,
• Coverage of the environment/environmental impact and sustainability/green issues are integrated throughout the book,
• Each chapter has an opening and closing vignette covering well known marketing campaigns for companies such as Puma, John Lewis, Nike, Dyson and Gillette.
• Suitable for undergraduate and post graduate students studying Marketing Management or Marketing Strategy.

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