& Strategy, 3rd Edition
By Peter Doyle
Financial Times / Pearson Education
446 pages, illustrated
$87.50 paper original
OUT OF PRINT
Fourteen key chapters highlight this comprehensive overview of marketing techniques, including: strategy development, customer-led business practices, segmentation, positioning & marketing mix, strategic market planning, market dynamics & competitive strategy, building successful brands, new product development, pricing policy, communication strategy, personal selling, marketing channels, service industries, turnaround management, marketing in the 21st Century, further reading, indexes.
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