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 -- 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.
ER  -