Doyle, Peter, 1943 June 23-2003.
Marketing management and strategy / Peter Doyle and Phil Stern. - 4th ed. - Harlow : Financial Times Prentice Hall, c2006. - xii, 446 p. : ill. ; 27 cm.
Previous ed.: 2002.
Includes bibliographical references and index.
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.
0273693980 (pbk.) 9780273693987 (pbk.)
Marketing.
Marketing--Management.
658.8 / DOY
Marketing management and strategy / Peter Doyle and Phil Stern. - 4th ed. - Harlow : Financial Times Prentice Hall, c2006. - xii, 446 p. : ill. ; 27 cm.
Previous ed.: 2002.
Includes bibliographical references and index.
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.
0273693980 (pbk.) 9780273693987 (pbk.)
Marketing.
Marketing--Management.
658.8 / DOY