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Marketing Management and Strategy by Peter Doyle (1998, Trade Paperback)

World of Books USA (1222331)

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Condition:

Very Good

Author:Doyle, Mr Peter. Book Binding:Paperback / softback. All of our paper waste is recycled within the UK and turned into corrugated cardboard. World of Books USA was founded in 2005. Book Condition:VERYGOOD.

About this product

Product Identifiers

PublisherPrentice Hall PTR

ISBN-100132622394

ISBN-139780132622394

eBay Product ID (ePID)43908

Product Key Features

Number of Pages488 Pages

LanguageEnglish

Publication NameMarketing Management and Strategy

SubjectMarketing / General, Management Science

Publication Year1998

TypeTextbook

AuthorPeter Doyle

Subject AreaBusiness & Economics

FormatTrade Paperback

Dimensions

Item Height1 in

Item Weight28.8 Oz

Item Length9.3 in

Item Width6.8 in

Additional Product Features

Edition Number2

Intended AudienceCollege Audience

LCCN98-042858

Dewey Edition22

IllustratedYes

Dewey Decimal650.1

Table Of ContentManagement: Objectives and Tasks. The Customer-Led Business. Segmentation, Positioning and 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. Turn-Around Management. Marketing in the 21st Century.

SynopsisThe second edition of this highly rated book brings managers the latest ideas on branding, marketing and strategic change. The first edition was short-listed for the MCA Awards for the Best Management Book. It has been widely adopted by top business schools as a textbook on MBA programmes. It has been extensively used on CIM and post-experience programmes for senior managers around the world. *New material in the revised edition includes relationship marketing, the Internet, and a new chapter on turn-around management. *Illustrations and case studies from top global companies, e.g. Coca Cola, Nestle, Shell, IBM, Philips, etc. bring the subject alive for the student., A practical and innovative two colour guide to marketing decision-making and the development of a marketing strategy, which takes an interdisciplinary approach. The coverage is global, topical and focused to exclude abstract theorising. Instructor's Manual (0-13-262247-5).