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MARKETING MANAGEMENT AND STRATEGY
DOYLE P. wydawnictwo: PRENTICE HALL , rok wydania 2006, wydanie III cena netto: 300.00 Twoja cena 285,00 zł + 5% vat - dodaj do koszyka Peter
Doyle , Warwick University
Published
June 1998 by PTR (ECS Professional)
Copyright
1998, 544 pp. Paper ISBN 0-13-262239-4
For
advanced undergraduate and MBA marketing courses.
The prime
aim of this book is to provide a practical guide to marketing decision making and to
developing a marketing strategy.
KEY
SELLING QUESTION:
Mktg Mgr/Editor should provide ONE single, most distinguishing selling feature for rep
to induce interest & discussion over this book...i.e., 'Would you like a book
that...?'
Draws on
multiple disciplines, including finance, accounting, economics, management science, and
organizational behavior.
Reflects
the key issues facing managers in today's markets - responding to environmental
pressures, the focus on time-based competition, the importance of the European Union and
other regional markets, shortening product life cycles, and the ever increasing importance
of innovation.
Offers a
practical, pragmatic approach providing a guide on how to improve marketing performance,
and includes only the concepts that provide real insights on how to approach
decision-making.
A
global perspective is reflected throughout the entire book rather than concentrated
into one chapter.
Provides
an advanced treatment of marketing and strategy.
An
up-to-date review that incorporates the most recent thinking on markets, strategy, and
related disciplines.
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.
Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub
anglojęzyczny jest aktualnie na półce księgarni.
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