Marketing Management and Strategy or Leading and Leadership

Marketing Management and Strategy

Author: Peter Doyl

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.

 

Table of Contents:

Ch. 1	Management : objectives and tasks	1
Ch. 2	The customer-led business	31
Ch. 3	Segmentation, positioning and the marketing mix	63
Ch. 4	Strategic market planning	93
Ch. 5	Market dynamics and competitive strategy	131
Ch. 6	Building successful brands	163
Ch. 7	Innovation and new product development	195
Ch. 8	Pricing policy : delivering value	225
Ch. 9	Communications strategy	247
Ch. 10	Managing personal selling	287
Ch. 11	Managing marketing channels	319
Ch. 12	Marketing in service business	347
Ch. 13	Turnaround management	379
Ch. 14	Marketing in the future	409

See also: From College to Career or Insurance Law

Leading and Leadership

Author: Timothy Fuller

Leadership is an important theme of everyday conversation and debate and a central topic of academic study. Leading and Leadership illustrates that the concept of leadership is at once both attractive and subject to suspicion. We demand vision of those who would lead us, and we demand to know where leaders are going to take us. Everyone interested in the meaning of leadership should read this volume.

Editor Timothy Fuller includes essays ranging from classical to contemporary-Confucius, Max Weber, Lao Tzu, James Gardner, Plato, De Jouvenal, Francis Bacon, Hegel, St. Thomas Aquinas, Kierkegaard, Frederick Douglass, Abraham Lincoln, Martin Luther King, Jr., and Woodrow Wilson, among others. Fuller chooses them because they do not isolate the study of leadership from a larger consideration of the human condition. They insist on the indispensability of insight based on experience enlarged by historical and philososphical study. By returning these voices to the conversation on leadership, Fuller puts in perspective current thinking about leading and leadership.

Leading and Leadership asks that we assess the advantages and disadvantages of leadership without discouraging aspirations to leadership. This volume is especially helpful for those who think they may be able to accept the demands leadership will pose. These readings also speak to the interested citizen who wants to understand, in larger perspective, the dynamics of contemporary affairs. This is a rich collection that will reward every reader.

About the Author:

Timothy Fuller is Dean of the Faculty and College and Professor of Political Science at Colorado College and the editor of numerous books, including Michael Oakeshott on Religion, Politics, and the Moral Life 1993) and The Voice of Liberal Learning: Michael Oakeshott on Education (1989).