کتاب استراتژی بازاریابی و تثبیت موقعیت رقابتی

کد محصول : BM03

بلافاصله بعد از خرید به فایل کتاب دسترسی خواهید داشت

عنوان انگلیسی:

Marketing Strategy and Competitive Positioning

عنوان فارسی:

استراتژی بازاریابی و تثبیت موقعیت رقابتی

نویسنده:

Graham Hooley – John Saunders

 تاریخ و نوبت چاپ – انتشارات:

سال 2008  چاپ چهارم  – انتشارات Prentice Hall

تعداد صفحات – فرمت فایل:

636 صفحه – PDF

 لینک و قیمت کتاب در سایت های خارجی:

قیمت 66 دلار – لینک کتاب در Amazon

مقدمه کتاب:

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 emphasizes the very different role that organizations 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 organization as a critical process and not simply as a conventional functional specialization.

The book structure
Part 1 is concerned with the fundamental changes that are taking place in how marketing operates in organizations and the increasing focus on marketing as a process rather than as a functional specialization. The central questions of the market orientation of organizations and the need to find better ways of responding to turbulent and ambiguous environments lead us to the proposal for market-led strategic management and the framework for developing marketing strategy which provides the structure for the rest of the book. Discussion of strategic marketing planning provides the groundwork for two critical issues on which we focus throughout this volume: the choice of market targets and the building of strong competitive positions. We have also added new materials on the resource-based view of marketing and the need for dynamic marketing capabilities.

Part 2 deals with the competitive environment in which the company operates. Different types of strategic environment are first considered, together with the critical success factors for dealing with each type. Discussion then focuses on the ‘strategic triangle’ comprised of customers, competitors and company. Ways of analysing each in turn are explored to help identify the options open to the company. The emphasis is on matching corporate resources, assets and capabilities to market opportunities.
Part 3 examines in more detail the techniques available for identifying market segments (or potential targets) and current (and potential) positions. Alternative bases for segmenting consumer and business markets are explored, as are the data collection and analysis techniques currently available. Selection of market targets through consideration of market attractiveness and business strength is addressed.
Part 4 returns to strategy formulation. The section opens with discussion of how to create a defensible position in the marketplace. Three chapters are concerned with specific aspects of strategy formulation and execution. A new chapter on competing through the marketing mix has been included for the fourth edition. This chapter examines the changing mix of activities available to marketers in creating their competitive positions. The roles of customer service in relationship-building and innovation to create competitive advantage are discussed in depth.
Part 5 examines implementation issues in more detail. The section includes new chapters on strategic customer management and corporate social responsibility as well as updated chapters on strategic alliances and networks, and internal marketing.
Part 6 provides our perspective on competition for the twenty-first century. The various themes from the earlier parts of the book are drawn together in order to identify the major changes taking place in markets, the necessary organizational responses to those changes and the competitive positioning strategies that could form the cornerstones of effective future marketing.