Marketing Strategy and Competitive Positioning

21 November 2017

Marketing Strategy and Competitive Positioning deals with the process of developing and implementing a marketing strategy with a focus on creating superior market performance. It looks at ways of identifying and finding out about target markets, customers and how to differentiate the company from competitors through appropriate market positioning. The book considers both offensive and defensive competitor strategies and includes some great case-studies. It places competitive positioning at the heart of marketing strategy and includes in-depth discussion of the processes used in marketing to achieve competitive advantage.