Marketing Management and Strategy by Peter Doyle

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Marketing Management and Strategy by Peter Doyle

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Summary

This MBA or short course text assumes familiarity with the operations of the firm and is therefore suited to those with prior work experience. Its case studies include top global companies such as Coca Cola, Shell, IBM and Phillips.

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Marketing Management and Strategy by Peter Doyle

Previously shortlisted for the MCA Awards for the Best Management Book, Marketing Management and Strategy, 3rd edition, brings managers the latest ideas on branding, marketing and strategic change. As a practical management tool, this text includes a step-by-step guide to developing a marketing strategy, advice on how to make pricing decisions and guidance on developing advertising and communications plans. New to this edition: *All chapters have been updated to reflect changes in the external environment, new perspectives on professional marketing and new insights from current academic work. *Increased coverage of the internet, relationship marketing, branding and financial aspects of Marketing. *Whole new chapter on turnaround managementMarketing Management and Strategy is the favoured text for top business schools' MBA programmes. It is also extensively used on CIM and post-experience programmes for senior managers around the world.What the experts say about Marketing Management and Strategy: This splendid book is going to be required reading for everyone wanting to develop their marketing skills.Sir Peter Davis, Chief Executive, J Sainsbury plcIt offers a masterly integration o

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SKU Unavailable
ISBN 13 9780273651505
ISBN 10 0273651501
Title Marketing Management and Strategy
Author Peter Doyle
Condition Unavailable
Binding Type Paperback
Publisher Pearson Education Limited
Year published 2001-11-16
Number of pages 464
Cover note Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
Note Unavailable