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Title: Marketing management and strategy / Peter Doyle and Philip Stern.
Author: Doyle, Peter, 1943-2003.
Stern, Philip, 1954-
General Notes: Includes bibliographical references (pages 427-434) and indexes.
Ch. 1. Management : objectives and tasks -- Ch. 2. The customer-led business -- Ch. 3. Segmentation, positioning and the marketing mix -- Ch. 4. Strategic market planning -- Ch. 5. Market dynamics and competitive strategy -- Ch. 6. Building successful brands -- Ch. 7. Innovation and new product development -- Ch. 8. Pricing policy : delivering value -- Ch. 9. Communications strategy -- Ch. 10. Managing personal selling -- Ch. 11. Managing marketing channels -- Ch. 12. Marketing in service business -- Ch. 13. Turnaround management -- Ch. 14. Marketing in the future.
This text brings managers the latest ideas on branding, marketing and strategic change. It includes a step-by-step guide to developing marketing strategies and advice on pricing decisions, advertising and communications plans.

Publisher: Financial Times Prentice Hall,
Publication Place: Harlow, England ; New York :
ISBN: 0273693980 pbk
9780273693987 pbk
Subject: Marketing.
Marketing -- Management.
Marketing.
Marketing -- Management.
Marketing.
Strategisch management.
Edition: 4th ed.
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.

Physical Description: xii, 446 pages : color illustrations ;

Formatted Contents Note: Ch. 1. Ch. 2. Ch. 3. Ch. 4. Ch. 5. Ch. 6. Ch. 7. Ch. 8. Ch. 9. Ch. 10. Ch. 11. Ch. 12. Ch. 13. Ch. 14.

Electronic Location: http://www.gbv.de/dms/zbw/499877748.pdf
http://lib.myilibrary.com/?id=60186&entityid=https://netlogin.strath.ac.uk/shibboleth
http://catalogue.londonmet.ac.uk/record=b1684514~S1

Publication Date: 2006.

	Agency:	Collection:	Call No.:	Item Type:	Status:	Copy:	Barcode:	Media Type:
	German	General	HF5415 .D69 2006	Normal Circulation	Available	1	GJU033173	Book