TY  - BOOK
AU  - Doyle,Peter
AU  - Stern,Philip
TI  - Marketing management and strategy
SN  - 0273693980 
AV  - HF5415 .D753 
PY  - 2006///
CY  - Harlow, England, New York
PB  - Financial Times Prentice Hall
KW  - Marketing
N1  - 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
N2  - 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
UR  - http://www.gbv.de/dms/zbw/499877748.pdf
UR  - http://lib.myilibrary.com/?id=60186&entityid=https://netlogin.strath.ac.uk/shibboleth
UR  - http://catalogue.londonmet.ac.uk/record=b1684514~S1
ER  -