Marketing Strategy and Competitive Positioning pdf ebook

Professor Brigitte Nicoulaud: My eternal gratitude 
to my husband Nick for his unwavering and empa-
thetic support, and my mother for having taught me 
nothing is impossible.
Professor John M. Rudd: My deepest thanks goes to 
my wife Gail, my children George and Emily and my 
parents Dorothy and Peter. I quite literally couldn’t 
have done it without you!
Professor Nick Lee: As always, I am deeply appre-
ciative of the inspiration and support I receive from 
my wife, Laura. I would also like to thank my mother 
Trecia and my sister Meg for being such great exam-
ples for me over the years, and my nephew Brylie for 
always providing some perspective on life, in that I 
could always be building Lego or playing a computer 
game instead. I would also like to thank my wife’s 
parents, Mark and Alison, and brother Huw for their 
constant kindness and support.
August 2019
ACKNOWLEDGEMENTS

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PUBLISHER’S ACKNOWLEDGEMENTS
Text credits:
4 John Wiley & Sons: Doyle, P. (2008), Value Based 
Marketing, 2nd edn, London: John Wiley and Sons; 
4-5 The Financial Times Limited: Alice Hancock 
(2017) Younger consumers drive shift to ethical prod-
ucts. © The Financial Times Limited 2019. All Rights 
Reserved; 7 Harvard Business Publishing: Felton, A.P. 
(1959), ‘Making the marketing concept work’, Har-
vard Business Review, 37(4), 55–65; 7 Pearson Educa-
tion: Kotler, P.C., Armstrong, G., Saunders, J.A. and 
Wong, V. (1996), Principles of Marketing: The Euro-
pean Edition, Hemel Hempstead: Prentice Hall; 7 
SAGE Publications: Ferrell, O.C. and Lucas, G.H. 
(1987), ‘An evaluation of progress in the development 
of a definition of marketing’, Journal of the Academy 
of Marketing Science, 15(3), 12–23; 7 American Mar-