Marketing management and strategy / Peter Doyle.
Material type: TextPublication details: London : Prentice Hall, 1998.Edition: 2nd edDescription: xvii, 465p. : ill., port. ; 24 cmISBN:- 9780132622394 (pbk.) :
- 0132622394 (pbk)
- 658.8 DOY
- HF5415.13.D753 1998
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.8 DOY (Browse shelf(Opens below)) | 1 | Available | 00210829 |
Previous ed.: 1994.
Includes bibliographical references and index.
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 business -- 13.Turnaround management -- 14.Marketing in the twenty-first century.
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.