Marketing management and strategy. /
Doyle, Peter, 1943 June 23-2003.
Marketing management and strategy. / Peter Doyle and Phil Stern. - 4th ed. - New York : Financial Times Prentice Hall, 2006. - xii,446 p.: ill.; 26cm.
Includes bibliographical references and index.
Contents: Management: objectives 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 business -- Turnaround management -- Marketing in the future.
0273693980 pbk
2005052643
Marketing.
Marketing--Management.
HF5415.D753
658.8
Marketing management and strategy. / Peter Doyle and Phil Stern. - 4th ed. - New York : Financial Times Prentice Hall, 2006. - xii,446 p.: ill.; 26cm.
Includes bibliographical references and index.
Contents: Management: objectives 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 business -- Turnaround management -- Marketing in the future.
0273693980 pbk
2005052643
Marketing.
Marketing--Management.
HF5415.D753
658.8