Marketing Strategy and Competitive Positioning

Graham Hooley is Emeritus Professor of Marketing at Aston University. He is past President of the European Marketing Academy and Fellow of the Chartered Institute of Marketing, the British Academy of Management, EMAC and the Higher Education Academy.Brigitte Nicoulaud is Deputy Head of the Marketing and Strategy Department at Aston Business School.John M Rudd is a Professor of Marketing and Head of the Marketing Group at Warwick Business School.Nick Lee is a Professor of Marketing at Warwick Business School. He is an Honorary Life Member of the Academy of Marketing, Fellow of the Higher Education Academy and the Association for Professional Sales.

• Part 1 Marketing Strategy Market-led Strategic ManagementStrategic Marketing PlanningPart 2 Competitive Market Analysis The Changing Market EnvironmentCustomer AnalysisCompetitor AnalysisUnderstanding the Organisational Resource BasePart 3 Identifying Current and Future Competitive Positions Segmentation and Positioning PrinciplesSelecting Market TargetsPart 4 Competitive Positioning Strategies Creating Sustainable Competitive AdvantageCompeting Through the New Marketing MixCompeting Through InnovationCompeting Through Superior Service and Customer RelationshipsPart 5 Implementing the Strategy Strategic Customer Management and The Strategic Sales OrganisationStrategic Alliances and NetworksStrategy Implementation and Internal MarketingCorporate Social Responsibility and EthicsPart 6 Conclusions Marketing in the Twenty-First Century