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