Multi Pack: Marketing Management and Stategy and Marketing in Pracitce Case Studies DVD:Volume 1 - Softcover
This mutlipack consists of Doyle: Marketing Management and Strategy 3rd Edition (ISBN 0273651501) and The Marketing in Practice Case Studies DVD Vol 1 (ISBN 0273681915).
A core text for MBA marketing management courses, and for university short courses for executives; a supplemental text for undergraduate and postgraduate marketing strategy courses, and CIM strategy courses.
Marketing Management and Strategy is a concise, practical management guide to the latest ideas in marketing and strategy for MBA and executive courses. It has already been adopted by many leading British business schools. It focuses on key issues relevant to modern business, drawing on the author’s experience as a consultant to many major international companies. It gives practical, step-by-step guides to developing a marketing strategy, making pricing decisions and developing advertising and communications plans. Its interdisciplinary approach is designed to appeal to all senior managers.
In association with The Decision Group, based in the Netherlands, Marketing in Practice Case Studies gives instructors and students the opportunity to listen and see real-world marketing directors and learn about the decisions they make that impact their companies. By watching the interviews and studying accompanying documents, students are able to work their way through exercises that help them thoroughly understand the case studies.
Filled with lively interviews, additional company information, questions and weblinks, this DVD can be sold as a stand-alone or bundled with any marketing textbook.
Marketing In Practice Case Studies DVD includes the following companies:
Fruit-tella
Slow market growth and increasing competition are affecting this strong brand. Learn what options might be available: Brand Extensions, New Market Segments, or Optimising Distribution
Barcardi
How do you introduce a lifestyle product (Barcardi Breezer) with limited funds while overcoming ethical issues concerning underage drinking? Find out how to leverage the equity of the Barcardi brand and position the company to succeed.
Lancome
How do you increase market share with an old established brand? With increasing competition, new niches need to be found. Success depends on effective distribution, innovation and marketing communication.
"synopsis" may belong to another edition of this title.
From the Back Cover:
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 management
Marketing 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 plc
It offers a masterly integration of marketing strategy and tactics
Professor Jean-Claude Larréché, INSEAD, France
Peter Doyle is a professional in everything he does. This book is of real value.
Sir Anthony J O’Reilly, Chairman, Independent Newspaper Group
.....beautifully clear and readable – read Peter Doyle.
Professor Ken Simmonds, London Business School
The best and most practical guide to marketing strategy that I have seen.
Tony Hales, Chief Executive, Allied Lyons, plc
Gives detailed guidance....an invaluable aid to management.
Jonathan Fry, Chief Executive, Burmah Castrol plc
.....of relevance and practical benefit.
F. David Brooks, Chairman and Managing Director, Cadbury Limited
An ideal text for MBA students and essential reading for managers. Exciting, rigorous, and practical. This book will be influential in shaping the future of marketing.
Professor Nigel Piercy, Cardiff Business School
Peter Doyle, MBA, PhD, is Professor of Marketing and Strategic Management at the University of Warwick, where he heads both the executive and MBA programmes. He is one of the world’s leading academics and has consulted for many top international companies including Coca Cola, Mars, Tesco, IBM, Nestle, British Airways, British Telecom, Unilever, Shell, Hewlett-Packard. He also writes a regular column on business matters for the Guardian newspaper.
."About this title" may belong to another edition of this title.
- PublisherFinancial Times/ Prentice Hall
- Publication date2004
- ISBN 10 1405810734
- ISBN 13 9781405810739
- BindingPaperback
- Rating
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