Marketing management and strategy. / Peter Doyle and Phil Stern.
Material type:
TextPublisher: New York : Financial Times Prentice Hall, 2006Edition: 4th edDescription: xii,446p.; ill: 26cmISBN: 0273693980 pbkSubject(s): Marketing | Marketing -- ManagementDDC classification: 658.8 LOC classification: HF5415.D753
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.D753 (Browse shelf) | 3 | Available | 7261/286/13 | |
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.D7531 (Browse shelf) | 3 | Available | 7262/287/13 | |
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.D7532 (Browse shelf) | 3 | Available | 7263/288/13 |
Includes bibliographical references and index.
Contents:--Management:Objectives and Tasks -- The Customer-Led business -- Segmentation, Positioning and the Marketing mix -- Strategic market planning -- Marketing 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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