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Marketing management and strategy. / Peter Doyle and Phil Stern.

By: Doyle, Peter, 1943 June 23-2003Contributor(s): Stern, Phil, 1954-Material type: TextTextPublisher: New York : Financial Times Prentice Hall, 2006Edition: 4th edDescription: xii,446 p.: ill.; 26cmISBN: 0273693980 pbkSubject(s): Marketing | Marketing -- ManagementDDC classification: 658.8 LOC classification: HF5415.D753
Contents:
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.
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Books Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY
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HF5415 .D753 (Browse shelf) Available 818/011/13

Includes bibliographical references and index.

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.

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