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Product Description
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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.
From the Back Cover
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.
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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