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Klappentext Back cover copy- Doyle 'The fourth edition of this book is most welcome and will be used widely by teachers and practitioners of Marketing at the top level.' Andrew Lock, Dean, University of Leeds Business School. (USE THIS QUOTE ON THE FRONT COVER) “Peter Doyle has been an inspiration to marketing managers, researchers and educators for generations. This book is not a routine discourse on marketing and strategy but a refreshing, insightful and original guide to winning in markets.” John Saunders, Professor of Marketing, Head of Aston Business School and Pro-Vice Chancellor of Aston University Marketing Management and Strategy, fourth edition is a concise, practical management guide to the latest ideas in marketing and strategy for MBA and executive courses. Adopted by many leading business schools, the book focuses on key issues relevant to modern business, drawing on the authors’ experience as consultants to many major international companies. “I strongly recommend this book to all who consider themselves to be serious marketing professionals.” Ann Murray-Chatterton, Director of Training and Development, Institute of Practitioners in Advertising. NEW TO THIS EDITION! · 4-colour design to enhance readability · New international case examples throughout the book including Hewlett Packard, Mars, First Direct, Microsoft, Fronterra, Pfizer, Next and Intel. · Expanded contributions on Segmentation and Positioning (Chapter 3), Market Dynamics and Competitive Strategy (Chapter 5) and Building Successful Brands (Chapter 6). · New section on Corporate Social Responsibility (Chapter 12) “This is a text which both MBA students and marketing managers will find of real value. It applies relevant theory to important practical issues.” Fred Feinberg, Bank One Corporation Chair, Ross School of Business , University of Michigan . With its interdisciplinary approach, this book gives practical, step-by-step guides to developing a marketing strategy, making pricing decisions and developing advertising and communications plans. 'I enjoyed Peter Doyle's teaching and have the highest regard for this book. I am very pleased to see the continuation of his work with the new edition' Tim Mason, Marketing Director Tesco PLC Peter Doyle (1943-2003) was one of the most influential professors of marketing. He shared his unique insights with his fellow academic researchers, companies benefiting from his advice and several generations of MBA students who were captivated by his incisive and irreproducible teaching style. Peter helped build the marketing faculty at Warwick Business School and held other academic positions. He published some 200 works on marketing strategy and brands. He also consulted for top companies including Coca Cola, Mars, Tesco, IBM, Nestlé, and British Airways. Philip Stern is Senior Lecturer in Marketing and Strategic Management at Warwick Business School and Academic Director of the Executive MBA programme. His research is focused on market segmentation, the pharmaceutical industry and the prescribing behaviour of general practitioners. His publications include articles in Journal of Brand Management, Journal of Mark Zusammenfassung Marketing Management and Strategy is a concise and practical management guide to the latest ideas in advanced Marketing and Strategy. The authors show how to develop a marketing orientation in the organisation and how this im...
