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Marketing strategy & competitive positioning / Graham J HOOLEY, / PEARSON ED. (2017)
Titre : Marketing strategy & competitive positioning Type de document : e-book Auteurs : Graham J HOOLEY, ; Brigitte, NICOULAUD ; Nigel, PIERCY ; John, RUDD Mention d'édition : Sixth edition. Editeur : PEARSON ED. Année de publication : 2017 Importance : 569 p. Présentation : illustrations ISBN/ISSN/EAN : 978-1-292-01731-0 Note générale : First edition. published in 1993 as: Competitive positioning : the key to marketing strategy / Graham J. Hooley and John A. Saunders.
Previous edition: 2012.
Langues : Anglais (eng) Mots-clés : Management
CONCURRENCE ; MARKETING STRATEGIQUE
Mots-clés candidats : Target marketing. Management. Marketing Business planning. Marketing. Résumé : Marketing Strategy and Competitive Positioning 6e 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. New to this edition * Updated to reflect the on-going global economic crisis and its impact on business and marketing. * New coverage including the impact of emerging market on innovation, the perverse customer as a market force, the new realities in competing through services and market analysis and segmentation. * Updated chapters on strategic customer management and strategic alliances. * Increased emphasis on competing through innovation including new business models such as Uber, Netflix and new types of retailing. * Updates vignettes at the beginning of chapters focusing on companies such as Amadeus, Mastercard and Samsung Pay and including discussion questions. * New cases throughout the book including Ryanair, Amazon and Lego. * Up-dated online resources include an Instructor's Manual and PowerPoint slides for instructors, along with additional case studies for students. The book is ideal for undergraduate and postgraduate students taking modules in Marketing Strategy, Marketing Management and Strategic Marketing Management. 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. Nombre d'accès : 1 En ligne : http://www.vlebooks.com/vleweb/product/openreader?id=Neoma&accId=9169105&isbn=97 [...] Permalink : Experiential marketing / Kerry SMITH / John Wiley & Sons (2016)
Titre : Experiential marketing : secrets, strategies, and success stories from the world's greatest brands Type de document : e-book Auteurs : Kerry SMITH, Auteur ; Dan HANOVER Editeur : John Wiley & Sons Année de publication : 2016 Importance : ix, 214 p. ISBN/ISSN/EAN : 978-1-119-14588-2 Note générale : Index. Langues : Anglais (eng) Mots-clés : Management
GESTION DU MARKETING ; MARQUE
Mots-clés candidats : Target marketing. Branding (Marketing) Index. décimale : E-book Résumé : The most researched, documented, and comprehensive manifesto on experiential marketing. As customers take control over what, when, why, and how they buy products and services, brands face the complete breakdown and utter failure of passive marketing strategies designed more than a half-century ago. To connect with a new generation of customers, companies must embrace and deploy a new marketing mix, powered by a more effective discipline: experiences. Experiential marketing, the use of live, face-to-face engagements to connect with audiences, create relationships and drive brand affinity, has become the fastest-growing form of marketing in the world as the very companies that built their brands on the old Madison Avenue approach including Coca-Cola, Nike, Microsoft, American Express and others open the next chapter of marketing...as experiential brands. Using hundreds of case studies, exclusive research, and interviews with more than 150 global brands spanning a decade, global experiential marketing experts Kerry Smith and Dan Hanover present the most in-depth book ever written on how companies are using experiences as the anchor of reinvented marketing mixes. You ll learn: * The history and fundamental principles of experiential marketing * How top brands have reset marketing mixes as experience-driven portfolios * The anatomy of a brand experience * The psychology of engagement and experience design * The 10 habits of highly experiential brands * How to measure the impact of experiential marketing * How to combine digital and social media in an experiential strategy * The experiential marketing vocabulary * How to begin converting to experiential marketing Marketers still torn between outdated marketing models and the need to reinvent how they market in today s customer-controlled economy will find the clarity they need to refine their marketing strategies, get a roadmap for putting their brands on a winning path, and walk away inspired to transition into experiential brands. Nombre d'accès : 1 En ligne : http://www.vlebooks.com/vleweb/product/openreader?id=Neoma&accId=9169105&isbn=97 [...] Permalink :