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 -