Marketing Management and Strategy

Front Cover
Prentice Hall Europe, 1998 - Business & Economics - 465 pages
The second edition of this highly rated book brings managers the latest ideas on branding, marketing and strategic change. The first edition was short-listed for the MCA Awards for the Best Management Book. It has been widely adopted by top business schools as a textbook on MBA programmes. It has been extensively used on CIM and post-experience programmes for senior managers around the world. *New material in the revised edition includes relationship marketing, the Internet, and a new chapter on turn-around management. *Illustrations and case studies from top global companies, e.g. Coca Cola, Nestle, Shell, IBM, Philips, etc. bring the subject alive for the student.

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objectives and tasks
The customerled business
The customerled business

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About the author (1998)

Peter Doyle was born in Sydney. He worked as a taxi driver, musician, and teacher before writing "Get Rich Quick," which won the Ned Kelly Award for Best First Crime Novel in 1997. His next book, "Amaze Your Friends," won the Ned Kelly Award for Best Crime Novel in 1998, followed in 2001 by "The Devil's Jump." His account of musical recording techniques, "Echo and Reverb: Fabricating Space in Popular Music Recording, 1900-1960," will be published by Wesleyan University Press in 2005. Doyle lives in Sydney, where he divides his time between writing and teaching. He is also a part-time curator at Sydney's Justice and Police Museum.

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