Marketing Strategy and Competitive Positioning – Building Lasting Competitive Advantage

Marketing Strategy and Competitive Positioning (7th Edition) by Graham Hooley is a comprehensive guide to understanding, developing, and implementing effective marketing strategies in a competitive marketplace. The book places competitive positioning at the core of marketing strategy, offering a structured approach to creating and sustaining superior performance. It addresses the critical steps of identifying target markets and establishing a clear differential advantage, while incorporating contemporary challenges such as economic recessions, environmental sustainability, and shifting consumer values. Designed for both undergraduate and postgraduate business students, this edition integrates theory with practical, real-world applications, making it an essential resource for aspiring marketers and strategists.