Marketing management and strategy - Mr Peter Doyle

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 managementMarketing 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 plcIt offers a masterly integration of;ch?, INSEAD, FrancePeter 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 SchoolThe best and most practical guide to marketing strategy that I have seen.Tony Hales, Chief Executive, Allied Lyons, plcGives 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 LimitedAn 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 SchoolPeter 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..