Marketing Management and Strategy

Financial Times/Prentice Hall, 2002 - 446 páginas
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 o

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Sobre el autor (2002)

Peter Doyle was born in Sydney. He worked as a taxi driver, musician, and teacher before writing "Get Rich Quick," which won the Ned Kelly Award for Best First Crime Novel in 1997. His next book, "Amaze Your Friends," won the Ned Kelly Award for Best Crime Novel in 1998, followed in 2001 by "The Devil's Jump." His account of musical recording techniques, "Echo and Reverb: Fabricating Space in Popular Music Recording, 1900-1960," will be published by Wesleyan University Press in 2005. Doyle lives in Sydney, where he divides his time between writing and teaching. He is also a part-time curator at Sydney's Justice and Police Museum.

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