MTU Library Catalogue

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Marketing management and strategy / Peter Doyle.

By: Doyle, Peter, 1943-2003.
Publisher: Harlow : Financial Times Prentice Hall, 2001Edition: 3rd ed.Description: 500p. : ill.., port.. ; 25cm.ISBN: 0273651501 (pbk) :; 9780273651505.Subject(s): Marketing -- Management | Strategic planning | Business and Management | Sales & marketing managementDDC 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.
Holdings
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)) 0 Available 38888000748156
General lending MTU Kerry North Campus Library First Floor Main 658.8 DOY (Browse shelf(Opens below)) 1 Available 38888000464762
Total holds: 0

Enhanced descriptions from Syndetics:

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

Previous ed.: 1998.

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