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Marketing management and strategy

Author: Doyle, Peter Publisher: Prentice Hall, 2002. ; Financial Times, 2002.Edition: 3rd ed.Language: EnglishDescription: 446 p. : Graphs ; 25 cm.ISBN: 0273651501Type of document: BookBibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Europe Campus
Main Collection
Print HF5415 .D753 2002
(Browse shelf)
001219793
Available 001219793
Total holds: 0

Includes bibliographical references and index

Digitized

Marketing Management and Strategy Contents About the author Preface Acknowledgements page xii xiii xvii 1 Management objectives and tasks Objectives and success Stakeholders' objectives and constraints Developing balanced objectives Developing a strategy Criteria for strategic success Strategic intent Core competences Organizational dimensions Summary Questions Notes 1 1 10 14 18 21 23 24 26 29 30 30 2 The customer-led business The theory of marketing The customer-led business Success Focus on needs Organization Competitive advantage Entire business Customers as assets Creating the customer-led business Summary Questions Notes 31 31 36 39 42 45 47 48 49 53 59 59 60 3 Segmentation, positioning and the marketing mix Market segmentation Dynamic targeting strategies Creating the differential advantage Positioning strategy The marketing plan Market-centred organizations Summary Questions Notes 61 62 72 77 83 85 89 90 90 91 4 Strategic market planning Adapting to change Evolution of planning systems Corporate strategy Business unit strategy Summary Questions Notes 92 92 97 99 117 128 128 129 5 Market dynamics and competitive strategy Cycles of confusion Market dynamics The evolution of markets Formulating marketing strategies Niche companies Summary Questions Notes 130 130 136 139 144 153 155 156 156 6 Building successful brands Products and brands Added values How to build brands The benefits of brands Multibranding, line and brand extensions Revitalization, repositioning and rationalization Regional and global brands 157 158 159 165 170 174 177 180 Buying versus building brands Valuing brands The branding dilemma Summary Questions Notes 182 183 184 186 186 187 7 Innovation and new product development Meaning of innovation Why innovate? Strategic opportunities for fast innovators Barriers to innovation Organizing for innovation New product development process Customer adoption process Summary Questions Notes 188 188 191 195 197 199 203 212 216 216 216 8 Pricing policy: delivering value Assessing price competitiveness Establishing initial prices Initiating price changes Controlling reseller mark-ups Summary Questions Notes 218 220 222 231 234 237 238 238 9 Communications strategy Introduction Communications and buyer behaviour Advertising planning Direct response marketing Interactive marketing Sales promotion Public relations Determining the communications mix Summary Questions Notes 239 239 241 252 265 267 269 272 274 276 276 277 10 Managing personal selling Salesforce objectives Salesforce strategy Structure and size Allocation of resources Sales management The selling process Negotiations Managing account relationships Summary Questions Notes 278 279 281 285 290 292 298 303 307 309 309 309 11 Managing marketing channels The role of channels Designing distribution channels Managing distribution channels Channel evolution Organizing distribution Summary Questions Notes 311 312 315 320 324 328 337 337 337 12 Marketing in service businesses Nature of services Service characteristics Service tasks Services marketing strategy Summary Questions Notes 338 339 342 346 352 368 368 369 13 Turnaround management Short- versus long-term improvements Types of industry change Some financial concepts Consolidation phase Transformation programme 370 371 373 376 380 389 Summary Questions Notes 399 400 400 14 Marketing in the twenty-first century Marketing: a recapitulation Changing marketing environment Changing marketing strategies Changing organizations for marketing Towards a partnership mentality Implementing marketing Summary Questions Notes 401 401 405 408 412 415 417 419 420 420 Further reading Index of authors and firms Index of subjects 421 429 434

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