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

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Marketing Management And Strategy, Paperback by Doyle, Peter; Stern, Philip, ISBN 0273693980, ISBN-13 9780273693987, Like New Used, Free P&P in the UK 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 ()

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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.