Marketing Management and Strategy / Edition 2

Marketing Management and Strategy / Edition 2

by Peter Doyle
Pub. Date:
Pearson Education


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Marketing Management and Strategy / Edition 2

Case studies from top global companies such as Coca Cola, Nestle, Shell, IBM and Philips, support this text in marketing management and strategy.

Product Details

ISBN-13: 9780132622394
Publisher: Pearson Education
Publication date: 06/18/1998
Edition description: Revised
Pages: 465
Product dimensions: 6.85(w) x 9.25(h) x (d)

Table of Contents

1. Management: Objectives and Tasks.
2. The Customer-Led Business.
3. Segmentation, Positioning, and the Marketing Mix.
4. Strategic Marketing Planning.
5. Marketing 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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