TY  - BOOK
AU  - Doyle,Peter
TI  - Marketing management and strategy
SN  - 0273651501 (pbk.)
U1  - 658.8 
PY  - 2002///
CY  - Harlow
PB  - Pearson Education
KW  - Marketing
KW  - Management
N1  - Includes bibliographical references and index; 1. Management: objectives and tasks - 2. The customer-led business - 3. Segmentation, positioning and the marketing mix - 4. Strategic market planning - 5. Market dynamics and competitive strategy - 6. Building successful brands - 7. Innovation and new product development - 8. Pricing policy: delivering value - 9. Communication strategy - 10. Managing personal selling - 11. Managing marketing channels - 12. Marketing in service businesses - 13. Turnaround management - 14. Marketing in the twenty-first century
ER  -