Marketing management and strategy. /
Doyle, Peter,
Marketing management and strategy. / Peter Doyle and Phil Stern. - 4th ed. - New York : Financial Times Prentice Hall, 2006. - xii,446p.; 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 -- Marketing 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,446p.; 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 -- Marketing 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