Marketing Strategy and Competitive Positioning
Marketing Strategy and Competitive Positioning
Description
Marketing Strategy and Competitive Positioning, 8th edition offers a deep understanding of the process for developing and implementing a rigorous marketing strategy. With updated content to reflect current market expectations, this book focuses on the marketing processes to achieve competitive advantage in a business environment. Updated content to reflect changed context and various impacts on businesses, consumers/society and marketing activity Increased emphasis on competing through differentiation and customer knowledge, including new business models Emphasis on competing globally within a digitalization context Updated online resources, including an Instructor’s Manual and PowerPoint slides for instructors, along with additional case studies for students Updated vignettes and new case studies to discuss practical implementation of theorie