Description

Book Synopsis
A practical management guide to the ideas in marketing and strategy for MBA and executive courses, this book focuses on key issues relevant to modern business. It gives step-by-step guides to developing a marketing strategy, making pricing decisions and developing advertising and communications plans.

Table of Contents

Brief Contents

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 businesses

13. Turnaround management

14. Marketing in the twenty-first century

Marketing Management and Strategy

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    £67.44

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    RRP £70.99 – you save £3.55 (5%)

    Order before 4pm tomorrow for delivery by Tue 7 Jul 2026.

    A Paperback by Peter Doyle, Phil Stern

    2 in stock

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      Publisher: Pearson Education
      Publication Date: 4/6/2006 12:00:00 AM
      ISBN13: 9780273693987, 978-0273693987
      ISBN10: 0273693980
      Also in:
      Business, Finance & Law Business strategy Project management Sales and marketing management

      Description

      Book Synopsis
      A practical management guide to the ideas in marketing and strategy for MBA and executive courses, this book focuses on key issues relevant to modern business. It gives step-by-step guides to developing a marketing strategy, making pricing decisions and developing advertising and communications plans.

      Table of Contents

      Brief Contents

      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 businesses

      13. Turnaround management

      14. Marketing in the twenty-first century

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