Marketing Management and Strategy

Marketing Management and Strategy

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The second edition of this highly rated book brings managers the latest ideas on branding, marketing and strategic change. The first edition was short-listed for the MCA Awards for the Best Management Book. It has been widely adopted by top business schools as a textbook on MBA programmes. It has been extensively used on CIM and post-experience programmes for senior managers around the world. *New material in the revised edition includes relationship marketing, the Internet, and a new chapter on turn-around management. *Illustrations and case studies from top global companies, e.g. Coca Cola, Nestle, Shell, IBM, Philips, etc. bring the subject alive for the student.This is achieved by offering products and services which are perceived by target customers as consistently superior or lower in cost, or both. Superior value is ... The Japanese video game company Nintendo enrolled over 2 million children in its Nintendo Club. Tesco, the ... Procter S: Gamble prints a free telephone number on all its products and deals with 75, 000 customersa#39; calls a year. If 85 per cent of anbsp;...

Title:Marketing Management and Strategy
Author: Peter Doyle
Publisher:Prentice Hall - 1998

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