Read: 1. Strategy Statement Collis, D. and Rukstad, M. (2008) Can you say what your strategy is? Harvard Business Review, April, pp82-90 2. Growth strategy and choice criteria — Market matrix Johnson, G. et al (2019) Exploring strategy. Harlow, FT/Prentice Hall. 3. Target market and Positioning strategy Jobber, D. & Ellis-Chadwick, F. (2019) Principles and practice of marketing. 8th ed. Maidenhead, McGraw Hill. Hooley,G. et al (2020) Marketing Strategy & Competitive Positioning. 6th edition. Harlow Pearson Chapter 9 , 7 ,8 , 18,12 3. Marketing Brand Position : Urde, M. and Christian, K. (2014) “Market and Brand-oriented Schools of Positioning.” Journal of Product & Brand Management 23/7, pp. 478-90 detailed academic discussion Jobber, D. and Ellis-Chadwick (2019) Principles and practice of marketing Read the handout on Nile – simple introduction Read the handout on Nile – simple introduction 4. Keller’s positioning model via Google search and Strategic Brand Management and competing effectively Keller (2008) Brand Planning e-article Shoulder of Giants (available on Google search); Keller (2019) Strategic Brand Management – Chapter 7 and 9 (( Kotler & Keller )) 5. Strategy Canvas -Customer choice criteria Jobber, D. and Ellis-Chadwick (2019) Principles and practice of marketing. See handout on Nile 6. Positioning statement format Include Positioning Statements for your case study examples in AS2 Puddick, M. How to write brand positioning statements. Warc September 2012 (( Competitive frame of reference-PODs-POPs-Brand mantra )) 7. Price : Keller (2008) Brand Planning e-article Shoulder of Giants (available on Google search); Keller (2019) Strategic Brand Management 8. Implementation Issues Dibb, S. & Simkin, L. (2009) Implementation rules to bridge the theory/practice divide in market segmentation, Journal of Marketing Management, Vol.25(3-4), pp. 375-396.
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