- Paperback: 464 pages
- Publisher: Financial Times/ Prentice Hall; 3 edition (16 Nov 2001)
- Language English
- ISBN-10: 0273651501
- ISBN-13: 978-0273651505
- Product Dimensions: 24.4 x 18.8 x 1.8 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (5 customer reviews)
- Amazon Bestsellers Rank: 223,916 in Books (See Top 100 in Books)
- See Complete Table of Contents
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More About the Author
Product Description
Product Description
A core text for MBA marketing management courses, and for university short courses for executives; a supplemental text for undergraduate and postgraduate marketing strategy courses, and CIM strategy courses.
Marketing Management and Strategy is a concise, practical management guide to the latest ideas in marketing and strategy for MBA and executive courses. It has already been adopted by many leading British business schools. It focuses on key issues relevant to modern business, drawing on the author’s experience as a consultant to many major international companies. It gives practical, step-by-step guides to developing a marketing strategy, making pricing decisions and developing advertising and communications plans. Its interdisciplinary approach is designed to appeal to all senior managers.
Marketing Management and Strategy is a concise, practical management guide to the latest ideas in marketing and strategy for MBA and executive courses. It has already been adopted by many leading British business schools. It focuses on key issues relevant to modern business, drawing on the author’s experience as a consultant to many major international companies. It gives practical, step-by-step guides to developing a marketing strategy, making pricing decisions and developing advertising and communications plans. Its interdisciplinary approach is designed to appeal to all senior managers.
From the Back Cover
Previously shortlisted for the MCA Awards for the Best Management Book,Marketing Management and Strategy, 3rd edition, brings managers the latest ideas on branding, marketing and strategic change. As a practical management tool, this text includes a step-by-step guide to developing a marketing strategy, advice on how to make pricing decisions and guidance on developing advertising and communications plans.
New to this edition:
- All chapters have been updated to reflect changes in the external environment, new perspectives on professional marketing and new insights from current academic work.
- Increased coverage of the internet, relationship marketing, branding and financial aspects of Marketing.
- Whole new chapter on turnaround management
Marketing Management and Strategy is the favoured text for top business schools’ MBA programmes. It is also extensively used on CIM and post-experience programmes for senior managers around the world.
What the experts say about Marketing Management and Strategy:
This splendid book is going to be required reading for everyone wanting to develop their marketing skills.
Sir Peter Davis, Chief Executive, J Sainsbury plc
It offers a masterly integration of marketing strategy and tactics
Professor Jean-Claude Larréché, INSEAD, France
Peter Doyle is a professional in everything he does. This book is of real value.
Sir Anthony J O’Reilly, Chairman, Independent Newspaper Group
…..beautifully clear and readable – read Peter Doyle.
Professor Ken Simmonds, London Business School
The best and most practical guide to marketing strategy that I have seen.
Tony Hales, Chief Executive, Allied Lyons, plc
Gives detailed guidance….an invaluable aid to management.
Jonathan Fry, Chief Executive, Burmah Castrol plc
…..of relevance and practical benefit.
F. David Brooks, Chairman and Managing Director, Cadbury Limited
An ideal text for MBA students and essential reading for managers. Exciting, rigorous, and practical. This book will be influential in shaping the future of marketing.
Professor Nigel Piercy, Cardiff Business School
Peter Doyle, MBA, PhD, is Professor of Marketing and Strategic Management at the University of Warwick, where he heads both the executive and MBA programmes. He is one of the world’s leading academics and has consulted for many top international companies including Coca Cola, Mars, Tesco, IBM, Nestle, British Airways, British Telecom, Unilever, Shell, Hewlett-Packard. He also writes a regular column on business matters for the Guardian newspaper.
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Customer Reviews
Most Helpful Customer Reviews
9 of 12 people found the following review helpful
Format:Paperback
I have several of the marketing classics and I must say this book has turned out to be a real gem. It is extremely stimulating and it's coverage of modern marketing theory is fairly comprehensive (if somewhat concise).
It is somewhat unfortunate that Prof.Doyle enthuses about Marks & Spencer as that company no longer represents a good example of strategic marketing. The company would make an excellent example of discontinous change and managements total inability to rise to the challenge !
The book could however do with better end of chapter excercises and more in depth case studies.
Format:Paperback
This book was as described and arrived promptly. The text book deals effectively with the issues covered in my marketing management uni course, and was recommended by the lecturer.
Format:Paperback
I have purchased this book in order to learn more about marketing. I am on internal internship program and don't have a business related education background. This book explains things very clearly and can be used as leisure reading as well as learning material. It's full of contemporary examples, that suppot the theoretical parts. The structure is very comprehensible and logical.
I would highly recommend this to people, who would want to understand the processes and ideas behind marketing strategy.
I would highly recommend this to people, who would want to understand the processes and ideas behind marketing strategy.
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Most Recent Customer Reviews
Marketing Management and Strategy Textbook
The textbook is fantastic. It was the textbook i was looking for and it Arrived very quick, before the time it was due. Read more
Published on 11 Mar 2010 by Ms. Js Mccloy
Essential reading for all senior managers
Peter Doyle is Professor of Marketing and Strategic Management at Warwick Business School.
He is a rare individual in that he is able to present and write in a way that far... Read more
Published on 27 Aug 1999
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