Marketing Strategy and Competitive Positioning

PART I MARKETING STRATEGY CHAPTER 1 Market-led strategic management Case Study: Psion CHAPTER 2 Strategic marketing planning Case Study: iPhone PART II COMPTETIVE MARKET ANALYSIS CHAPTER 3 The Changing Market Environment Case Study: Virgin Megastore CHAPTER 4 Customer analysis Case Study: Procter & Gamble CHAPTER 5 Competitor analysis Case Study: Emap CHAPTER 6 Understanding the Organisational Resource Base Case Study: Miele CHAPTER 7 Forecasting future demand and market requirements Case Study: Boeing PART III IDENTIFYING CURRENT AND FUTURE COMPETITIVE POSITIONS CHAPTER 8 Segmentation and positioning principles Case Study: Internet Exchange CHAPTER 9 Segmentation and positioning research Case Study: Asianet, Zee TV, Namaste and more CHAPTER 10 Selecting market targets Case Study: B&O PART IV COMPETITIVE POSITIONING STRATEGIES CHAPTER 11 Creating Sustainable Competitive Advantage Case Study: Nokia CHAPTER 12 Competing through the New Marketing Mix Case Study: Tyrrell's CHAPTER 13 Competing through innovation Case Study: Gillette CHAPTER 14 Competing through superior service and customer relationships Case Study: Pret a Manger PART V: IMPLEMENTING THE STRATEGY CHAPTER 15 Strategic customer management Case Study: Xerox CHAPTER 16 Strategic alliances and networks Case Study: Yahoo and eBay CHAPTER 17 Strategy implementation and internal marketing Case Study: British Airways CHAPTER 18 Corporate Social Responsibility Case Study: Ballantyne, Smythson and others CHAPTER 19 Twenty-first Century Marketing Case Study: Trend spotting at the Henley Centre and elsewhere

Graham Hooley is Emeritus Professor of Marketing at Aston University where he was until recently Deputy Vice-Chancellor. 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.