Marketing Strategy and Competitive Positioning

Marketing Strategy and Competitive Positioning

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Thoroughly updated with new examples and the latest research findings, this new edition also boasts updates case studies in each chapter, taken from recent editions of the Financial Times, that illustrate the practical implications of the issues raised.They may, however, be one of the most critical issues in building a defensible competitive position in the marketplace. ... a particular set of customer benefits ( reliability, durability, prestige, overall quality) in the markets in which they operate . ... with Ford over the cause of 170 traffic deaths and hundreds of accidents in the USA involving the Ford Explorer, fitted with Firestone tyres. Ford eventually recalled 13 million tyres at a cost of $3 billion (Marketing Business, July/ August 2001).

Title:Marketing Strategy and Competitive Positioning
Author: Graham J. Hooley, Nigel Piercy, Brigitte Nicoulaud
Publisher:Pearson Education - 2008

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