Marketing management and strategy / Peter Doyle and Philip Stern.
Material type:
TextPublication details: Harlow, England ; New York : Financial Times Prentice Hall, 2006.Edition: 4th edDescription: xii, 446 p : color ill ; 27 cmContent type: - text
- unmediated
- volume
- 0273693980
- 9780273693987
- HF5415 .D753
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Ghana Armed Forces Command and Staff College General stacks | Reference | HF5415 .D753 (Browse shelf(Opens below)) | Available | 2024-1722 |
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| HF4055 .P11 How developing countries trade : the institutional constraints / | HF4055 .P11 How developing countries trade : the institutional constraints / | HF5387 M52 Ethical leadership [electronic resource] / | HF5415 .D753 Marketing management and strategy / | HF5437 .V26 Purchasing & supply chain management : analysis, strategy, planning and practice / | HF5547.5 .S3 Information management 2000 / | HF5547.5 W52 Office procedures 2000 / |
Includes bibliographical references (pages 427-434) and indexes.
Ch. 1. Management : objectives and tasks -- Ch. 2. The customer-led business -- Ch. 3. Segmentation, positioning and the marketing mix -- Ch. 4. Strategic market planning -- Ch. 5. Market dynamics and competitive strategy -- Ch. 6. Building successful brands -- Ch. 7. Innovation and new product development -- Ch. 8. Pricing policy : delivering value -- Ch. 9. Communications strategy -- Ch. 10. Managing personal selling -- Ch. 11. Managing marketing channels -- Ch. 12. Marketing in service business -- Ch. 13. Turnaround management -- Ch. 14. Marketing in the future.
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.
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