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Doyle, Peter, 1943-2003.

Marketing management and strategy / Peter Doyle and Philip Stern. - 4th ed. - Harlow, England ; New York : Financial Times Prentice Hall, 2006. - xii, 446 p : color ill ; 27 cm

Includes bibliographical references (pages 427-434) and indexes.

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. Ch. 1. Ch. 2. Ch. 3. Ch. 4. Ch. 5. Ch. 6. Ch. 7. Ch. 8. Ch. 9. Ch. 10. Ch. 11. Ch. 12. Ch. 13. Ch. 14.

This text brings managers the latest ideas on branding, marketing and strategic change. It includes a step-by-step guide to developing marketing strategies and advice on pricing decisions, advertising and communications plans.

ISBN: 0273693980 9780273693987

LCCN: 2005052643

Nat. Bib. No.: GBA592236 bnb

Nat. Bib. Agency Control No.: 013325994 Uk

Subjects--Topical Terms:
Marketing.

LC Class. No.: HF5415 / .D753