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Marketing Strategy and Competitive Positioning, 7th Edition by John Rudd, Nick Lee, Nigel Piercy, Brigitte Nicoulaud, Graham Hooley (Paperback, 2020)

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Increased emphasis on competing globally in a digital world. Updated vignettes at the beginning of most chapters, and new case studies in many of the chapters. Updated online resources, including an Instructor's Manual and PowerPoint slides for instructors.

About this product

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Marketing Strategy and Competitive Positioning 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.