Instructor's manual : marketing management and strategy / Peter Doyle, Philip Stern.

By: Doyle, Peter [autor.]Contributor(s): Stern, PhilipMaterial type: TextTextLanguage: English Publisher: New York : Pearson Education Limited, 2006Edition: 4a. ediciónDescription: 1 CD-ROMContent type: texto Media type: computadora Carrier type: recurso en líneaISBN: 9780273693093; 0273693093Subject(s): Estrategia de mercadeo | Planeación de mercadeo | Mercadeo | Administración de mercadeoDDC classification: 658.8 /
Contents:
1. Management: objectives and tsks ; 2. The customer led business ; 3. Segmentation, positioning and the marketing mix ; 4. Strategic market planning ; 5. Market dynamics and competitive strategy ; 6. Building successful brands ; 7. Innovation and new product development ; 8. Pricing policy delivering value ; 9. Communications strategy : 10. Managing personal selling ; 11. Managing merketing channels ; 12. Marketing in service businesses ; 13. Turn around management ; 14. Marketing in the future.
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1. Management: objectives and tsks ; 2. The customer led business ; 3. Segmentation, positioning and the marketing mix ; 4. Strategic market planning ; 5. Market dynamics and competitive strategy ; 6. Building successful brands ; 7. Innovation and new product development ; 8. Pricing policy delivering value ; 9. Communications strategy : 10. Managing personal selling ; 11. Managing merketing channels ; 12. Marketing in service businesses ; 13. Turn around management ; 14. Marketing in the future.

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