Marketing management and strategy / Peter Doyle.
By: Doyle, Peter
.
Material type: 
BookPublisher: London : Prentice Hall Europe, 1997Edition: 2nd ed.Description: xvii, 465 p. : ill. ; 24 cm.ISBN: 0132622394(pbk.) (No price); 9780132622394.Subject(s): Marketing | Marketing -- Management | Strategic planning | Business and Management | Business & Management | Sales & marketing management | Business strategy | Management & management techniques | Sales & marketingDDC classification: 658.8 DOY 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.
| Item type | Current library | Call number | Copy number | Status | Barcode | |
|---|---|---|---|---|---|---|
| General lending | MTU Kerry North Campus Library First Floor Main | 658.8 DOY (Browse shelf(Opens below)) | 1 | Available | 38888000488183 |
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| 658.8 DIC Marketing management / | 658.8 DOL Marketing management : text and cases / | 658.8 DOY Marketing management and strategy / | 658.8 DOY Marketing management and strategy / | 658.8 DOY Marketing management and strategy / | 658.8 DOY Marketing management and strategy / | 658.8 DRU Management : tasks, responsibilities, practices / |
Enhanced descriptions from Syndetics:
The second edition of this highly rated book brings managers the latest ideas on branding, marketing and strategic change. The first edition was short-listed for the MCA Awards for the Best Management Book. It has been widely adopted by top business schools as a textbook on MBA programmes. It has been extensively used on CIM and post-experience programmes for senior managers around the world. *New material in the revised edition includes relationship marketing, the Internet, and a new chapter on turn-around management. *Illustrations and case studies from top global companies, e.g. Coca Cola, Nestle, Shell, IBM, Philips, etc. bring the subject alive for the student.
Previous ed.: 1994.
Includes bibliographical references and index.
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.
Table of contents provided by Syndetics
- Preface
- About the Author
- 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
- Further Reading
- Index of Authors and Firms
- Index of Subjects