Doyle, Peter 1943-2003 creator Stern, Philip 1954- text bibliography enk Harlow, England New York Financial Times Prentice Hall 2006 4th ed. monographic eng

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xii, 446 p : color ill ; 27 cm 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. 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. Peter Doyle and Philip Stern. Includes bibliographical references (pages 427-434) and indexes. Marketing HF5415 .D753 0273693980 9780273693987 2005052643 http://www.gbv.de/dms/zbw/499877748.pdf http://lib.myilibrary.com/?id=60186&entityid=https://netlogin.strath.ac.uk/shibboleth http://catalogue.londonmet.ac.uk/record=b1684514~S1 http://www.gbv.de/dms/zbw/499877748.pdf http://lib.myilibrary.com/?id=60186&entityid=https://netlogin.strath.ac.uk/shibboleth http://catalogue.londonmet.ac.uk/record=b1684514~S1 DLC 050816 20240712111358.0 ocm61520439 eng