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Marketing Management and Strategy 4th Edition, ISBN-13: 978-0273693987

$14.99

 

  • Author(s): Peter Doyle, Phil Stern
  • Format: PDF
  • Size: 6 MB
  • 464 pages
  • ISBN-10: 0273693980
  • ISBN-13: 978-0273693987
  • Publisher: Prentice Hall; 4th Edition (May 28, 2006)
  • Language: English

 

Description

Marketing Management and Strategy is a concise and practical management guide to the latest ideas in advanced Marketing and Strategy. The authors show how to develop a marketing orientation in the organisation and how this impacts on the ultimate corporate goals of profit, growth and security. They then examine how marketing strategies are developed and implemented through effective product, pricing, distribution, communication and services.

This is a core text for MBA Marketing Management course and for university short courses for executives. This will also be suitable for any undergraduates or postgraduates on marketing strategy courses.

NEW TO THIS EDITION!

–         4-colour design to enhance readability

–         New international case examples throughout the book  including Hewlett Packard, Mars, First Direct, Microsoft, Fronterra, Pfizer, Next and Intel.

–         Expanded contributions on Segmentation and Positioning (Chapter 3), Market Dynamics and Competitive Strategy (Chapter 5) and Building Successful Brands (Chapter 6).

–         New section on Corporate Social Responsibility (Chapter 12)

Peter Doyle (1943-2003) was one of the most influential professors of marketing. He shared his unique insights with his fellow academic researchers, companies benefiting from his advice and several generations of MBA students who were captivated by his incisive and irreproducible teaching style. Peter helped build the marketing faculty at Warwick Business School and held other academic positions. He published some 200 works on marketing strategy and brands. He also consulted for top companies including Coca Cola, Mars, Tesco, IBM, Nestlé, and British Airways.

Philip Stern is Senior Lecturer in Marketing and Strategic Management at Warwick Business School and Academic Director of the Executive MBA programme. His research is focused on market segmentation, the pharmaceutical industry and the prescribing behaviour of general practitioners. His publications include articles in Journal of Brand Management, Journal of Marketing Education, and International Journal of Medical Marketing, amongst others. As well as contributing to the Warwick undergraduate MSc and MBA Programmes, he is actively involved with the Warwick Executive Short Course Programme.  His consultancy clients include Procter and Gamble, Napp Pharmaceuticals, Novartis, IMS, GfK, GSK, Lilly Industries, Midlands Electricity, Abbey, MFI, Premier Farnell, IMI and the National Audit Office.

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