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Marketing Management and Strategy (4th Edition)
by Peter Doyle ; Phil Stern
Binding: Paperback, 4 edition, 464 pages
Publisher: Prentice Hall
Weight: 1.9 pound
Dimension: H: 0.71 x L: 10.39 x W: 7.56 inches
ISBN 10: 0273693980
ISBN 13: 9780273693987
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Book Description:
'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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