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Marketing Management and Strategy by Phil Stern and Peter Doyle (2006, Trade Paperback)

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Marketing Management And Strategy, Paperback by Doyle, Peter; Stern, Philip, ISBN 0273693980, ISBN-13 9780273693987, Brand New, Free shipping in the US This MBA textbook describes the characteristics of a successful customer-led business and branding, the six evolutionary forces that shape the behavior of markets, the new product development process, and strategies for establishing prices and communicating messages. The fourth edition adds a section on corporate social responsibility, and case examples from eight international companies. Annotation ©2006 Book News, Inc., Portland, OR ()

About this product

Product Identifiers

PublisherPrentice Hall PTR

ISBN-100273693980

ISBN-139780273693987

eBay Product ID (ePID)48648432

Product Key Features

Number of Pages464 Pages

Publication NameMarketing Management and Strategy

LanguageEnglish

SubjectMarketing / General, Strategic Planning

Publication Year2006

FeaturesRevised

TypeTextbook

Subject AreaBusiness & Economics

AuthorPhil Stern, Peter Doyle

FormatTrade Paperback

Dimensions

Item Height0.8 in

Item Weight37.5 Oz

Item Length10.2 in

Item Width7.7 in

Additional Product Features

Edition Number4

Intended AudienceCollege Audience

LCCN2005-052643

Dewey Edition22

IllustratedYes

Dewey Decimal650.1

Table Of ContentBrief 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

Edition DescriptionRevised edition

Synopsis"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., 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.

LC Classification NumberHF5415.D753 2006