TY  - BOOK
AU  - Doyle,Peter
AU  - Stern,Phil
TI  - Marketing management and strategy.
SN  - 0273693980 pbk
AV  - HF5415.D753  
U1  - 658.8 22
PY  - 2006///
CY  - New York
PB  - Financial Times Prentice Hall
KW  - Marketing
KW  - Management
N1  - 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
ER  -