ESCP Europe

Item type

Book

Language

English

Publication year

1998

ISBN

0132622394

Note

• Index

Subjects

MARKETING MANAGEMENT - STRATEGIC MARKETING

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. What the experts say about Marketing Management and Strategy: This splendid book is going to be required reading for everyone wanting to develop their marketing skills. Peter Davis, Chairman, Reed Elsevier plc It offers a masterly integration of marketing strategy and tactics. Professor Jean-Claude Larréché, INSEAD, France Peter Doyle is a professional in everything he does. This book is of real value. Tony O'Reilly, Chairman, President and CEO, H.J. Heinz Company ... beautifully clear and readable - read Peter Doyle. Professor Ken Simmonds, London Business School The best and most practical guide to marketing strategy that I have seen. Tony Hales, Chief Executive, Allied Lyons plc Gives detailed guidance... an invaluable aid to management. Jonathan Fry, Chief Executive, Burmah Castrol plc ... of great relevance and practical benefit. F. David Brooks, Chairman and Managing Director, Cadbury Limited An ideal text for MBA students and essential reading for managers. Exciting, rigorous, and practical. This book will be influential in shaping the future of marketing. Professor Nigel Piercy, Cardiff Business School