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AuthorDoyle, Peter
TitleMarketing 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

Marketing Marketing -- Management

Sasin Library658.8 D754M 2002CHECK SHELVES

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