By Graham Hooley, John Saunders, Nigel F. Piercy, Brigitte Nicoulaud

Completely up to date with new examples and the newest examine findings, this new version additionally boasts updates case reviews in every one bankruptcy, taken from fresh variants of the monetary instances, that illustrate the sensible implications of the problems raised.

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Extra resources for Marketing Strategy and Competitive Positioning (4th Edition)

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1993). 5 Marketing and performance outcomes 19 .. qxd 11/16/07 8:57 AM Page 20 Part 1 | Marketing Strategy high all organisational functions are focused on their role in, and contribution to, creating superior customer value. This in turn affects the way those functions are managed, and the priorities they pursue. For example, human resource management and training is often directed towards customer awareness and service, and reward structures are designed to encourage customer satisfaction generation.

Nonetheless, concerns of customers and employees for the environment, for social justice, for fair employment, and other social priorities have led to renewed emphasis on corporate social responsibility and good corporate citizenship. However, importantly, we shall see in Part 5, thinking has changed from altruistic behaviour to meet moral obligations to pursuing social initiatives as part of the value proposition and a source of competitive advantage (see Chapter 18). 4 Marketing fundamentals Following from the underlying marketing concept outlined above, the considerations of alternative stakeholders, and the logic of resource-based marketing, we can distil a set of basic and very pragmatic marketing principles that serve to guide marketing thought and action.

Or the employers who seek their skills on graduation? Who are the customers for the police service? Society in general that needs protection from criminals? The criminals themselves? Or the taxpayers who fund them? Different definitions of customers may result in different interpretations of what they are looking for, what their expectations and requirements are. Failure to identify and meet the needs of different customers destroys market position. For example, while doctors and police officers struggle with the idea that they exist to provide customer value, their position is being eroded by the growth of alternative medicine and private security services.

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