Doyle 2000 for example, argues that marketing professionals have very limited influence at the top management level and in the boardroom. Examine critically the definition and role of marketing management within an organisational context. Marketing management and strategy is a concise, practical management guide to the latest ideas in marketing and strategy for mba and executive courses. From the time he entered the academic scene in the early 1970s, peter doyle, who has died of cancer aged 59, was an icon for marketing educators and researchers. For top management and cfos the bookexplains how marketing generates shareholder value. Marketing management and strategy, peter doyle, philip stern, pearson education, 2006, 0273693980, 9780273693987, 446 pages. O department of marketing the polytechnic, ibadan tel. Peter doyle has been an inspiration to marketing managers, researchers and educators for generations. Peter doyle valuebased marketing marketing strategies for.
Providing a practical guide to marketing decisionmaking and to developing marketing strategy, this text focuses on the issues of most concern to senior executives. It is based on the natural variations found in a general or total market. It gives themthe tools to develop the marketing strategies that will create themost value for business. Marketing has not had the impact on the boardroom that its importance justifies. Pearson marketing management and strategy, 4e peter. This splendid book is going to be required reading for everyone wanting to develop their marketing skills. We see marketing management as the art and science of applying core marketing concepts to choose target markets and get, keep, and grow customers through creating, delivering, and communicating superior customer value. Impact of marketing strategy on business performance a study. Previously shortlisted for the mca awards for the best management book, marketing management and strategy, 3rd edition, brings managers the latest ideas on branding, marketing and strategic change. Theory the research uses the theory of marketing mix and merchandisings theory. Marketing is the process of developing and communicating value to your prospects and customers.
John saunders, professor of marketing, head of aston business school and provice chancellor of aston. Marketing management, 5e by mullins, walker, boyd, and larreche is specifically designed for courses in which decisionfocused cases are an important element and or where student projects, such as the development of a marketing plan, are assigned. Learning outcomes on completion of the module participants will be better able to. Marketing management and strategy peter doyle, philip. Impact of marketing strategy on business performance a study of selected small and medium enterprises smes in oluyole local government, ibadan, nigeria. Sir peter davis, chief executive, j sainsbury plcit offers a masterly. Apr 04, 2003 from the time he entered the academic scene in the early 1970s, peter doyle, who has died of cancer aged 59, was an icon for marketing educators and researchers. Most strategy proposals emanating from marketing staff justify investments in advertising or marketing, in terms of increasing consumer awareness, sales volume or market share. The first edition was shortlisted for the mca awards for the best management book. Marketing management and strategy by doyle, peter, stern, phil.
Strategic marketing management provides a comprehensive examination of all the major components of marketing strategies and their integration into organisations. Apr 06, 2006 buy marketing management and strategy 4 by doyle, mr peter, stern, phil isbn. Impact of marketing strategy on business performance a. For many years, peter doyle, professor of marketing at warwick business school, contributed a chapter on the marketing mix to the wellknown marketing book, which is recommended reading for anyone dipping into this series of talks. Thus it is important to explore the background of top. Malcolm mcdonald, the nature of strategy and marketing links to corporate strategy eg michael porter, role and importance of strategic marketing in an organization by. Doyle, peter, 1943subjects marketing marketing management strategic planning. What the experts say about marketing management and strategy. Marketing management and strategy the icarus girl cruise. Marketing management and strategy by peter doyle abebooks. The set of marketing tools product, price, promotion.
Marketing management, millenium edition perspectiva. It includes a stepbystep guide to developing marketing strategies and advice on pricing decisions, advertising and communications plans. Chapter 2 slide 16 publishing as prentice hall marketing strategy and the marketing mix customerdriven marketing strategy market segmentation is the division of a market into distinct groups of buyers who have distinct needs, characteristics, or behavior, and who might require separate products or marketing mixes market segment is a group of. For example, peter d avies and his marketing team transformed the stuffypru dential to a dynamic financial services busi ness by spotting the opportunities presented by the internet. Marketing management and strategy by peter doyle and a great selection of related books, art and collectibles available now at. Previously he held positions at the london business school, insead, bradford and stanford universities. He was professor of marketing and strategic management at. Peter doyle was internationally recognized for his teaching and research on marketing and business strategy. Pdf marketing management and strategy download full. Summary this text brings managers the latest ideas on branding, marketing and strategic change. S econd, marketing leads the development of strategies to identity high value customers and to build lasting rela tionships with them. 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. Marketing management and strategy by doyle, peter, 1943.
Marketing management and strategy peter doyle details trove. It offers a masterly integration of marketing strategy and tactics. Characterizing marketing strategy in terms of evolving differentiation in time and space 66 research in marketing strategy. It has a core text for mba marketing management courses, and for university short courses for executives. An expert on marketing strategy, peter strongly believed that next to identifying marketing opportunities, the most important decision for the marketing manager was the selection of the appropriate marketing mix. If you continue browsing the site, you agree to the use of cookies on this website. The second edition of this highly rated book brings managers the latest ideas on branding, marketing and strategic change. The authors show how to develop a marketing orientation in the organisation and how this impacts on the ultimate. Marketing management and strategy the icarus girl cruise ship.
Strategic management is a broader term than strategy and is a process that includes top managements analysis of the environment in which the organization operates prior to formulat ing a strategy, as well as the plan for implementation and control of the strategy. Thus, marketing, according to author peter doyle, is the philosophy of management that recognises that the success of the enterprise is only sustainable if it can organise to meet the current and prospective needs of customers more effectively than the competition. They then examine how marketing strategies are developed and implemented through effective product. Please contact a member of library staff for further information. Market segmentation is a recent development in marketing thinking and strategy. The idea of the marketing mix originated in the world famous harvard business school over 80 years ago and has become one of the best. Marketing mix according to doyle 2002 5, the marketing mix is the central task of marketing professionals. Everyday low prices and free delivery on eligible orders.
But most boards of directors are sceptical that such measures have any clear relation to the firms longrun profitability. The authors show how to develop a marketing orientation in the organisation and how this impacts on the ultimate corporate goals of profit, growth and security. Marketing management and strategy is a concise and practical management guide to the latest ideas in advanced marketing and strategy. Valuebased marketing by peter doyle overdrive rakuten.
He was professor of marketing and strategic management at the university of warwick business school. It is also extensively used on cim and postexperience programmes for senior managers around the world. Think about every step you take to sell, service and manage your customers. Marketing management and strategy by peter doyle book. 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.
Shailja pathak slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Oct 17, 2016 peter doyle was internationally recognized for his teaching and research on marketing and business strategy. Editions of marketing management and strategy by peter doyle. The cim handbook of strategic marketing sciencedirect. This book is not a routine discourse on marketing and strategy but a refreshing, insightful and original guide to winning in markets. Pearson marketing management and strategy, 3e peter doyle. Pdf marketing management and strategy download full pdf. Implications for marketing management 2 summary and conclusion 8 references 8 further reading 140. Buy marketing management and strategy 4 by doyle, mr peter, stern, phil isbn. Search for library items search for lists search for. It has been extensively used on cim and postexperience programmes for senior managers around the world. Marketing management, 5e by mullins, walker, boyd, and larreche is specifically designed for courses in which decisionfocused cases are an important element andor where student projects, such as the development of a marketing plan, are assigned. It has been widely adopted by top business schools as a textbook on mba programmes. An expert on marketing strategy, peter strongly believed that next to identifying marketing opportunities, the most important decision for the.
Marketing management and strategy by doyle, peter, 1943 june. It showshow top management should evaluate strategies and stimulate moreeffective and relevant marketing in their companies. The cim handbook of strategic marketing targets senior executives responsible for shaping and managing the companys strategic direction. Surprisingly, marketing has never sought to align itself to this goal, even though effective marketing is the central determinant of returns to investors. Marketing management and strategy peter doyle details. The strategic dimensions of marketing management are emphasised along with the critical importance of matching the companys capabilities with genuinely attractive market sectors.
As a practical management tool, this text includes a stepbystep guide to developing a marketing strategy, advice on how to make pricing decisions and guidance on developing advertising and. A practical management guide to the ideas in marketing and strategy for mba and executive courses, this book focuses on key issues relevant to modern business. It is the basis for continued success in highly competitive markets. Kotler chapter 2 strategic management marketing strategy. A major reason is that todays top management are focused on shareholder value. Diversity is the basic characteristic of a market, be.
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