Marketing Management And Strategy Peter Doyle 2001 482p

Descripción

UNICO DUEÑO

MARKETING MANAGEMENT AND STRATEGY
by Peter Doyle

Second Edition
Financial Times / Prentice Hall, 2001, 482 páginas de 17x23,5 cm. En Inglés. Indice y reseña en fotos.:

- Synopsis
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.

- A practical and innovative two colour guide to marketing decision-making and the development of a marketing strategy, which takes an interdisciplinary approach. The coverage is global, topical and focused to exclude abstract theorising.

- For advanced undergraduate and MBA marketing courses. The prime aim of this book is to provide a practical guide to marketing decision making and to developing a marketing strategy.

- 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.

Unico dueño. Algunas páginas subrayadas con flúo como se ve en las fotos. Resto impecable.

$ 875

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