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Marketing Management and Strategy de Peter Doyle

Marketing Management and Strategy

Autor Peter Doyle, Phil Stern
en Limba Engleză Paperback – 6 apr 2006
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.
 
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Specificații

ISBN-13: 9780273693987
ISBN-10: 0273693980
Pagini: 464
Ilustrații: Illustrations
Dimensiuni: 195 x 266 x 22 mm
Greutate: 0.87 kg
Ediția:Nouă
Editura: Pearson Education
Locul publicării:Harlow, United Kingdom

Cuprins

Brief 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
 

Textul de pe ultima copertă

Back cover copy- Doyle
 
"The fourth edition of this book is most welcome and will be used widely
by teachers and practitioners of Marketing at the top level."  Andrew
Lock, Dean, University of Leeds Business School. (USE THIS QUOTE ON THE FRONT COVER)
 
 
“Peter Doyle has been an inspiration to marketing managers, researchers and educators for generations.  This book is not a routine discourse on marketing and strategy but a refreshing, insightful and original guide to winning in markets.” John Saunders, Professor of Marketing, Head of Aston Business School and Pro-Vice Chancellor of Aston University
 
 
Marketing Management and Strategy, fourth edition is a concise, practical management guide to the latest ideas in marketing and strategy for MBA and executive courses. Adopted by many leading business schools, the book focuses on key issues relevant to modern business, drawing on the authors’ experience as consultants to many major international companies.
 
“I strongly recommend this book to all who consider themselves to be
serious marketing professionals.” Ann Murray-Chatterton, Director of Training and Development, Institute of Practitioners in Advertising.
 
 
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)
 
“This is a text which both MBA students and marketing managers will find of real value. It applies relevant theory to important practical issues.”  Fred Feinberg, Bank One Corporation Chair, Ross School of Business, University of Michigan.
 
 
With its interdisciplinary approach, this book gives practical, step-by-step guides to developing a marketing strategy, making pricing decisions and developing advertising and communications plans.
 
"I enjoyed Peter Doyle's teaching and have the highest regard for this book. I am very pleased to see the continuation of his work with the new edition" Tim Mason, Marketing Director Tesco PLC
 
 
 
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.
 
 

Caracteristici

  • Strong focus on financial implications of marketing decisions, and on marketing and shareholder value so students gain an understanding of the real financial benefits marketing can give.
  • A case study per chapter with associated questions encourages critical thinking with the students.
  • Emphasis on relationship marketing and organisational issues giving students an understanding of these increasingly important issues.
  • Longer cases are available from the companion website to place the theory into real world situations.

Caracteristici noi

  • More NEW international case examples throughout the book  including Hewlett Packard, Mars, First Direct, Microsoft and Pfizer bring the theory to life.
  • Expanded contributions on Segmentation and Positioning (Chapter 3), Market Dynamics and Competitive Strategy (Chapter 5) and Building Successful Brands (Chapter 6) to help give a broader picture to the reader.
  • NEW section on Corporate Social Responsibility (Chapter 12) which is of increasing concern to many of today's top executives.
  • The book is now presented in four colours using a new design to enhance readability.