by Graham J. Hooley, John A. Saunders, Nigel Piercy · Pearson Education Limited · tapa dura · ISBN 9780133712537
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«Marketing Strategy and Competitive Positioning» is the marketing strategy manual by Hooley, Saunders and Piercy, in hardcover (496 pages, in English).
The work explains how marketing can act as a strategic driver for the organization and offers a framework for choosing the target market and sustaining a competitive position. It also covers strategic alliances and networks, demand forecasting, competition through service and innovation, and internal marketing.
Second edition, published on March 5, 1998 by Pearson Education Limited. Includes a CD-ROM with PowerPoint slides.
Aimed at university students and marketing professionals seeking a strategic view of commercial management.
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