Marketing Management and Strategy (2nd Edition) [Paperback]

Peter Doyle (Author)

Book Description

Publication Date: May 1998 | ISBN-10: 0132622394 | ISBN-13: 978-0132622394 | Edition: 2 Sub

A practical and innovative two colour guide to marketing decision-making and the development of a marketing strategy, which takes an interdisciplinary approach. The coverage is global, topical and focused to exclude abstract theorising. Instructor's Manual (0-13-262247-5).

Editorial Reviews

From the Back Cover

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 Marketing Education, and International Journal of Medical Marketing, amongst others. As well as contributing to the Warwick undergraduate MSc and MBA Programmes, he is actively involved with the Warwick Executive Short Course Programme.  His consultancy clients include Procter and Gamble, Napp Pharmaceuticals, Novartis, IMS, GfK, GSK, Lilly Industries, Midlands Electricity, Abbey, MFI, Premier Farnell, IMI and the National Audit Office.

 

 

--This text refers to an alternate Paperback edition.

Product Details

• Paperback: 465 pages
• Publisher: Prentice Hall; 2 Sub edition (May 1998)
• Language: English
• ISBN-10: 0132622394
• ISBN-13: 978-0132622394
• Product Dimensions: 9.1 x 6.8 x 1.1 inches
• Shipping Weight: 1.8 pounds
• Average Customer Review: 4.0 out of 5 stars  See all reviews (3 customer reviews)
• Amazon Best Sellers Rank: #5,526,266 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

3 of 4 people found the following review helpful:

4.0 out of 5 stars Meet customers' needs more effectively than the competition, July 31, 2000

By 

Azlan Adnan - See all my reviews

This review is from: Marketing Management and Strategy (2nd Edition) (Paperback)

This book explores the role of marketing in the modern enterprise, presenting an up-to-date review of the most important concepts and techniques that managers need in order to analyse today's markets and to capitalise on the opportunities that are continually emerging. Marketing is the single most important determinant of success as the ability to satisfy-or delight-customers is the only determinant of an enterprise's ability to generate revenues. No enterprise exists for its own sake but rather its mission is to meet the needs of those customers it was created to serve.

Thus, marketing, according to author Peter Doyle, is the philosophy of management that recognises that the success of the enterprise is only sustainable if it can organise to meet the current and prospective needs of customers more effectively than the competition. Marketing tries to get the enterprise to develop and offer what the customer will find of real value. In this way, marketing seeks to build long-term, mutually beneficial partnerships between the enterprise and its customers.

This innovative book is for senior managers and those taking advanced marketing courses on MBA, CIM and similar post-experience programmes. It focuses on strategic planning and decision making in today's rapidly changing and highly competitive global markets.

Peter Doyle is Professor of Marketing and Strategic Management at the University of Warwick, where he heads both the executive and MBA programmes. He has previously held positions at INSEAD, London Business School, Bradford University, Stanford and the University of Hawaii. He is one of the world's leading academics and an experienced consultant on marketing and strategy. He has published five books and over 100 articles in professional journals. He has a First Class Honours degree from the University of Manchester and an MBA and a PhD from Carnegie-Mellon University.

3 of 4 people found the following review helpful:

4.0 out of 5 stars Meet customers' needs more effectively than the competition, July 31, 2000

By 

Azlan Adnan - See all my reviews

This review is from: Marketing Management and Strategy (Paperback)

This book explores the role of marketing in the modern enterprise, presenting an up-to-date review of the most important concepts and techniques that managers need in order to analyse today's markets and to capitalise on the opportunities that are continually emerging. Marketing is the single most important determinant of success as the ability to satisfy-or delight-customers is the only determinant of an enterprise's ability to generate revenues. No enterprise exists for its own sake but rather its mission is to meet the needs of those customers it was created to serve.

Thus, marketing, according to author Peter Doyle, is the philosophy of management that recognises that the success of the enterprise is only sustainable if it can organise to meet the current and prospective needs of customers more effectively than the competition. Marketing tries to get the enterprise to develop and offer what the customer will find of real value. In this way, marketing seeks to build long-term, mutually beneficial partnerships between the enterprise and its customers.

This innovative book is for senior managers and those taking advanced marketing courses on MBA, CIM and similar post-experience programmes. It focuses on strategic planning and decision making in today's rapidly changing and highly competitive global markets.

Peter Doyle is Professor of Marketing and Strategic Management at the University of Warwick, where he heads both the executive and MBA programmes. He has previously held positions at INSEAD, London Business School, Bradford University, Stanford and the University of Hawaii. He is one of the world's leading academics and an experienced consultant on marketing and strategy. He has published five books and over 100 articles in professional journals. He has a First Class Honours degree from the University of Manchester and an MBA and a PhD from Carnegie-Mellon University.

2 of 3 people found the following review helpful:

4.0 out of 5 stars A straight forward and concise read, December 23, 1997

By 

[e-mail] (Birmingham, UK) - See all my reviews

This review is from: Marketing Management and Strategy (2nd Edition) (Paperback)

At last a marketing and strategy text that is straight forward and easy to read. Not too much marketing bullshit, and a holistic approach that recognises that strategy is as important as the micro-marketing details. This was the foundation text for a recent MBA I completed and it enabled me to cover the classic Porter, Ansoff etc materials in a concise and integrated way. In addtion Doyle covers areas as diverse as corporate objectives and direct mail in sufficient detail without being boring or cursory. Solid stuff.