Marketing management and strategy

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Title:

Author:

Doyle, Peter, 1943-2003.

ISBN:

9780273651505

Personal Author:

Doyle, Peter, 1943-2003.

Edition:

3rd ed.

Publication Information:

Harlow, England ; New York : Financial Times, Prentice Hall, 2002.

Physical Description:

xviii, 446 pages : color illustrations ; 25 cm

Contents:

Management: objective and tasks -- The customer-led business -- Segmentation, positioning and the marketing mix -- Strategic market planning -- Market dynamics and competitive strategy -- Building successful brands -- Innovation and new product development -- Pricing policy: delivering value -- Communications strategy -- Managing personal selling -- Managing marketing channels -- Marketing in service businesses -- Turnaround management -- Marketing in the twenty-first century.

Subject Term:

Marketing.

Marketing -- Management.

Marketing. (OCoLC)fst01010167

Marketing -- Management. (OCoLC)fst01010209

Strategisch management.

Marketingmanagement. (DE-588)4168907-0

Marketingstrategie. (DE-588)4120697-6

Marketingmanagement.

Marketingstrategie.

Electronic Access:

Table of contents http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&doc_number=009671791&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Table of contents http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009671791&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA

Copies:

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Summary

Previously shortlisted for the MCA Awards for the Best Management Book, Marketing Management and Strategy, 3rd edition, brings managers the latest ideas on branding, marketing and strategic change. As a practical management tool, this text includes a step-by-step guide to developing a marketing strategy, advice on how to make pricing decisions and guidance on developing advertising and communications plans. New to this edition: *All chapters have been updated to reflect changes in the external environment, new perspectives on professional marketing and new insights from current academic work. *Increased coverage of the internet, relationship marketing, branding and financial aspects of Marketing. *Whole new chapter on turnaround managementMarketing Management and Strategy is the favoured text for top business schools' MBA programmes. It is also extensively used on CIM and post-experience programmes for senior managers around the world.What the experts say about Marketing Management and Strategy: This splendid book is going to be required reading for everyone wanting to develop their marketing skills.Sir Peter Davis, Chief Executive, J Sainsbury plcIt offers a masterly integration o