Marketing management and strategy [printed text] / Peter Doyle ; Phil Stern  . -  4th ed. . - New York : Financial Times Prentice Hall, 2006 . - xii, 445 p. 27cm : charts, graphs ; 27cm.
ISBN : 978-0-273-69398-7

Class number:	658.8
Abstract:	Marketing Management and Strategy is a concise and practical management guide to the latest ideas in advanced Marketing and Strategy. The authors show how to develop a marketing orientation in the organisation and how this impacts on the ultimate corporate goals of profit, growth and security. They then examine how marketing strategies are developed and implemented through effective product, pricing, distribution, communication and services. This is a core text for MBA Marketing Management course and for university short courses for executives. This will also be suitable for any undergraduates or postgraduates on marketing strategy courses.
Contents note:	Chapter 1. Management: objectives and tasks; Chapter 2. The customer-led business; Chapter 3. Segmentation, positioning and the marketing mix; Chapter 4. Strategic market planning; Chapter 5. Market dynamics and competitive strategy; Chapter 6. Building successful brands; Chapter 7. Innovation and new product development; Chapter 8. Pricing policy: delivering value; Chapter 9. Communications strategy; Chapter 10. Managing personal selling; Chapter 11. Managing marketing channels; Chapter 12. Marketing in service businesses; Chapter 13. Turnaround management; Chapter 14. Marketing in the twenty-first century;