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Marketing management and strategy

Author: Peter Doyle; Philip Stern
Publisher: Harlow, England ; New York : Financial Times Prentice Hall, 2006.
Edition/Format:   Print book : English : 4th edView all editions and formats
Database:WorldCat
Summary:
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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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Peter Doyle; Philip Stern
ISBN: 0273693980 pbk 9780273693987 pbk
OCLC Number: 61520439
Description: xii, 446 pages : color illustrations ; 27 cm
Contents: Brief Contents 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. Communications strategy 10. Managing personal selling 11. Managing marketing channels 12. Marketing in service businesses 13. Turnaround management 14. Marketing in the twenty-first century
Responsibility: Peter Doyle and Philip Stern.

Abstract:

A practical management guide to the ideas in marketing and strategy for MBA and executive courses, this book focuses on key issues relevant to modern business. It gives step-by-step guides to  Read more...

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