MTU Library Catalogue

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Marketing management and strategy / Peter Doyle and Phil Stern.

By: Doyle, Peter, 1943 June 23-2003.
Contributor(s): Stern, Philip, 1954-.
Material type: materialTypeLabelBookPublisher: New York : Financial Times Prentice Hall, 2006Edition: 4th ed.Description: xii, 446 p. ; 26 cm. + pbk.ISBN: 0273693980; 9780273693987.Subject(s): Marketing | Marketing -- ManagementDDC classification: 658.8
Contents:
Management: Objectives and tasks -- The customer-led business -- Segmentation, positioning and the marketing mix -- Strategic market planning -- Market dynamics and competitive strategy -- Building successful brands -- Innovation and new product development -- Pricing policy: Delivering value -- Communications strategy -- Managing personal selling -- Managing marketing channels -- Marketing in service business -- Turnaround management -- Marketing in the future.
Holdings
Item type Current library Call number Copy number Status Barcode
General lending MTU Bishopstown Library Lending 658.8 (Browse shelf(Opens below)) 1 Available 00132360
General lending MTU Bishopstown Library Lending 658.8 (Browse shelf(Opens below)) 1 Available 00132365
General lending MTU Bishopstown Library Lending 658.8 (Browse shelf(Opens below)) 1 Available 00132361
General lending MTU Bishopstown Library Lending 658.8 (Browse shelf(Opens below)) 1 Available 00132363
General lending MTU National Maritime College of Ireland Library Lending 658.8 (Browse shelf(Opens below)) 1 Available 00115147
Total holds: 0

Enhanced descriptions from Syndetics:

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.

Includes bibliographical references (pages 427-434) and indexes.

Management: Objectives and tasks -- The customer-led business -- Segmentation, positioning and the marketing mix -- Strategic market planning -- Market dynamics and competitive strategy -- Building successful brands -- Innovation and new product development -- Pricing policy: Delivering value -- Communications strategy -- Managing personal selling -- Managing marketing channels -- Marketing in service business -- Turnaround management -- Marketing in the future.

Table of contents provided by Syndetics

  • Preface (p. vii)
  • About the authors (p. xi)
  • Acknowledgements (p. xii)
  • Chapter 1 Management: Objectives and Tasks (p. 1)
  • Objectives and success (p. 2)
  • Stakeholders' objectives and constraints (p. 10)
  • Developing balanced objectives (p. 14)
  • Developing a strategy (p. 17)
  • Criteria for strategic success (p. 20)
  • Strategic intent (p. 22)
  • Core competences (p. 23)
  • Organisational dimensions (p. 25)
  • Summary (p. 28)
  • Questions (p. 28)
  • Notes (p. 29)
  • Chapter 2 The Customer-Led Business (p. 31)
  • The theory of marketing (p. 32)
  • The customer-led business (p. 37)
  • Success (p. 40)
  • Focus on needs (p. 42)
  • Organisation (p. 45)
  • Competitive advantage (p. 47)
  • Entire business (p. 48)
  • Customers as assets (p. 49)
  • Creating the customer-led business (p. 52)
  • Summary (p. 60)
  • Questions (p. 60)
  • Notes (p. 60)
  • Chapter 3 Segmentation, Positioning and the Marketing Mix (p. 63)
  • Market segmentation (p. 64)
  • Dynamic targeting strategies (p. 74)
  • Creating the differential advantage (p. 78)
  • Positioning strategy (p. 84)
  • The marketing plan (p. 85)
  • Market-centred organisations (p. 89)
  • Summary (p. 91)
  • Questions (p. 91)
  • Notes (p. 92)
  • Chapter 4 Strategic Market Planning (p. 93)
  • Adapting to change (p. 94)
  • Evolution of planning systems (p. 98)
  • Corporate strategy (p. 101)
  • Business unit strategy (p. 117)
  • Summary (p. 127)
  • Questions (p. 128)
  • Notes (p. 128)
  • Chapter 5 Market Dynamics and Competitive Strategy (p. 131)
  • Cycles of confusion (p. 132)
  • Market dynamics (p. 137)
  • The evolution of markets (p. 140)
  • Formulating marketing strategies (p. 149)
  • Niche companies (p. 158)
  • Summary (p. 160)
  • Questions (p. 160)
  • Notes (p. 161)
  • Chapter 6 Building Successful Brands (p. 163)
  • Products and brands (p. 164)
  • Added values (p. 166)
  • How to build brands (p. 172)
  • The benefits of brands (p. 177)
  • Multibranding, line and brand extensions (p. 180)
  • Revitalisation, repositioning and rationalisation (p. 183)
  • Regional and global brands (p. 186)
  • Buying versus building brands (p. 188)
  • Valuing brands (p. 190)
  • The branding dilemma (p. 190)
  • Summary (p. 192)
  • Questions (p. 192)
  • Notes (p. 193)
  • Chapter 7 Innovation and New Product Development (p. 195)
  • Meaning of innovation (p. 196)
  • Why innovate? (p. 198)
  • Strategic opportunities for fast innovators (p. 202)
  • Barriers to innovation (p. 204)
  • Organising for innovation (p. 206)
  • New product development process (p. 210)
  • Customer adoption process (p. 219)
  • Summary (p. 223)
  • Questions (p. 223)
  • Notes (p. 223)
  • Chapter 8 Pricing Policy: Delivering Value (p. 225)
  • Assessing price competitiveness (p. 227)
  • Establishing initial prices (p. 229)
  • Initiating price changes (p. 238)
  • Controlling reseller mark-ups (p. 241)
  • Summary (p. 245)
  • Questions (p. 245)
  • Notes (p. 246)
  • Chapter 9 Communications Strategy (p. 247)
  • Introduction (p. 248)
  • Communications and buyer behaviour (p. 250)
  • Advertising planning (p. 259)
  • Direct response marketing (p. 272)
  • Interactive marketing (p. 274)
  • Sales promotion (p. 275)
  • Public relations (p. 279)
  • Determining the communications mix (p. 281)
  • Summary (p. 284)
  • Questions (p. 285)
  • Notes (p. 286)
  • Chapter 10 Managing Personal Selling (p. 287)
  • Salesforce objectives (p. 288)
  • Salesforce strategy (p. 290)
  • Structure and size (p. 294)
  • Allocation of resources (p. 299)
  • Sales management (p. 301)
  • The selling process (p. 307)
  • Negotiations (p. 312)
  • Managing account relationships (p. 316)
  • Summary (p. 317)
  • Questions (p. 318)
  • Notes (p. 318)
  • Chapter 11 Managing Marketing Channels (p. 319)
  • The role of channels (p. 321)
  • Designing distribution channels (p. 324)
  • Managing distribution channels (p. 330)
  • Channel evolution (p. 333)
  • Organising distribution (p. 337)
  • Summary (p. 345)
  • Questions (p. 345)
  • Notes (p. 346)
  • Chapter 12 Marketing in Service Business (p. 347)
  • Nature of services (p. 349)
  • Service characteristics (p. 351)
  • Service tasks (p. 355)
  • Services marketing strategy (p. 361)
  • Summary (p. 376)
  • Questions (p. 377)
  • Notes (p. 377)
  • Chapter 13 Turnaround Management (p. 379)
  • Short- versus long-term improvements (p. 380)
  • Types of industry change (p. 382)
  • Some financial concepts (p. 385)
  • Consolidation phase (p. 388)
  • Transformation programme (p. 397)
  • Summary (p. 407)
  • Questions (p. 408)
  • Notes (p. 408)
  • Chapter 14 Marketing in the Future (p. 409)
  • Marketing: a recapitulation (p. 410)
  • Changing marketing environment (p. 413)
  • Less significant than predicted? (p. 417)
  • More significant than predicted? (p. 419)
  • Corporate social responsibility in action - TNT (p. 422)
  • Summary (p. 425)
  • Questions (p. 425)
  • Notes (p. 425)
  • Further reading (p. 427)
  • Author index (p. 435)
  • Company index (p. 437)
  • Subject index (p. 440)

Author notes provided by Syndetics

Peter Doyle (1943-2003), MBA, PhD, was Professor of Marketing and Strategic Management at the University of Warwick
Philip Stern is Senior Lecturer in Marketing and Strategic Management at Warwick Business School