000 02926cam a22004694a 4500
001 ocm61520439
003 OCoLC
005 20240712111358.0
008 050816s2006 enka b 001 0 eng
010 _a 2005052643
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035 _a(OCoLC)61520439
_z(OCoLC)62225132
_z(OCoLC)68765842
_z(OCoLC)779670665
_z(OCoLC)1116657960
040 _aDLC
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042 _apcc
050 0 0 _aHF5415
_b.D753
100 1 _aDoyle, Peter,
_d1943-2003.
_1https://id.oclc.org/worldcat/entity/E39PBJjHgrVwygyPfTcWHbYgKd
245 1 0 _aMarketing management and strategy /
_cPeter Doyle and Philip Stern.
250 _a4th ed.
260 _aHarlow, England ;
_aNew York :
_bFinancial Times Prentice Hall,
_c2006.
300 _axii, 446 p :
_bcolor ill ;
_c27 cm
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
504 _aIncludes bibliographical references (pages 427-434) and indexes.
505 0 0 _gCh. 1.
_tManagement : objectives and tasks --
_gCh. 2.
_tThe customer-led business --
_gCh. 3.
_tSegmentation, positioning and the marketing mix --
_gCh. 4.
_tStrategic market planning --
_gCh. 5.
_tMarket dynamics and competitive strategy --
_gCh. 6.
_tBuilding successful brands --
_gCh. 7.
_tInnovation and new product development --
_gCh. 8.
_tPricing policy : delivering value --
_gCh. 9.
_tCommunications strategy --
_gCh. 10.
_tManaging personal selling --
_gCh. 11.
_tManaging marketing channels --
_gCh. 12.
_tMarketing in service business --
_gCh. 13.
_tTurnaround management --
_gCh. 14.
_tMarketing in the future.
520 8 _aThis 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.
650 0 _aMarketing.
700 1 _aStern, Philip,
_d1954-
_1https://id.oclc.org/worldcat/entity/E39PCjFXh7jhKpDyjrXbygrhd3
758 _ihas work:
_aMarketing management and strategy (Text)
_1https://id.oclc.org/worldcat/entity/E39PCGw6THJXX7DJtBxWxJYWym
_4https://id.oclc.org/worldcat/ontology/hasWork
856 4 1 _3Table of contents
_uhttp://www.gbv.de/dms/zbw/499877748.pdf
_zKostenfrei
856 4 1 _uhttp://lib.myilibrary.com/?id=60186&entityid=https://netlogin.strath.ac.uk/shibboleth
_zto access electronic resource
856 4 1 _uhttp://catalogue.londonmet.ac.uk/record=b1684514~S1
_zE-book
942 _2lcc
_cBK
_n0
948 _hHELD BY GHUCC - 134 OTHER HOLDINGS
999 _c1081
_d1081