Marketing management and strategy / Peter Doyle and Philip Stern.

By:

Doyle, Peter, 1943-2003

Contributor(s):

Stern, Philip, 1954-

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

Media type:

unmediated

Carrier type:

volume

ISBN:

0273693980
9780273693987

Subject(s):

Marketing

LOC classification:

HF5415 .D753

Online resources:

Contents:

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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Holdings
Cover image	Item type	Current library	Home library	Collection	Shelving location	Call number	Materials specified	Vol info	URL	Copy number	Status	Notes	Date due	Barcode	Item holds	Item hold queue priority	Course reserves
	Books	Ghana Armed Forces Command and Staff College General stacks		Reference		HF5415 .D753 (Browse shelf(Opens below))					Available			2024-1722

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

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