by Peter Doyle · Prentice-Hall · tapa blanda · ISBN 9780130653505
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«Marketing Management and Strategy» is Peter Doyle's practical guide to marketing and strategy, published by Prentice Hall in paperback (410 pages).
Examines how to define and apply a marketing strategy in the company. Starts from the role marketing plays in today's organization and the techniques for analyzing markets and detecting opportunities. Concludes with the implementation of the strategy through product, price, distribution, communication and service policies.
Published in 1994, within the Business and Economics category (Dewey classification 658.8).
Aimed at executives, marketing professionals and academic audiences.
