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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.