Author | Doyle, Peter |
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Title | Marketing management and strategy / Peter Doyle |
Imprint | Harlow, England : Financial Times/Prentice Hall, c2002 |
Edition | 3rd ed |
Descript | xviii, 446 p |
Management: objectives and tasks -- The customer-led business -- Segmentation, positioning and the marketing mix -- Strategic market planning -- Market dynamics and competitive strategy -- Building successful brands -- Innovation and new product development -- Pricing policy: delivering value -- Communications strategy -- Managing personal selling -- Managing marketing channels -- Marketing in service businesses -- Turnaround management -- Marketing in the twenty-first century
LOCATION | CALL# | STATUS |
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Sasin Library | 658.8 D754M 2002 | CHECK SHELVES |
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