Marketing management and strategy (Record no. 5963)

MARC details
000 -LEADER
fixed length control field 05531nam a2200217 4500
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
ISBN 9780273651505
Terms of availability TZs.40000/-
040 ## - CATALOGING SOURCE
Original cataloging agency MUL
Language of cataloging eng
Description conventions AACR
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 658.8 DOY
100 ## - MAIN ENTRY--AUTHOR NAME
Personal name Doyle,Peter
245 ## - TITLE STATEMENT
Title Marketing management and strategy
Statement of responsibility, etc / Peter Doyle
250 ## - Edition Statement
Edition statement 3rd ed.
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication Harlow, England :
Name of publisher Prentice Hall.,
Year of publication c2002
300 ## - PHYSICAL DESCRIPTION
Number of Pages xviii, 446 p.:
Other physical details ill.;
Dimensions 23cm
504 ## - BIBLIOGRAPHY, ETC. NOTE
Bibliography, etc Includes index
505 ## - Formatted Contents
Formatted contents note About the author xii <br/>Preface xiii <br/>Acknowledgements xvii <br/> Management: objectives and tasks<br/> 1 (30)<br/> Objectives and success<br/> 1 (9)<br/> Stakeholders' objectives and constraints<br/> 10 (4)<br/> Developing balanced objectives<br/> 14 (4)<br/> Developing a strategy<br/> 18 (3)<br/> Criteria for strategic success<br/> 21 (2)<br/> Strategic intent<br/> 23 (1)<br/> Core competences<br/> 24 (2)<br/> Organizational dimensions<br/> 26 (3)<br/> Summary<br/> 29 (1)<br/> Questions<br/> 30 (1)<br/> Notes<br/> 30 (1)<br/> The customer-led business<br/> 31 (30)<br/> The theory of marketing<br/> 31 (5)<br/> The customer-led business<br/> 36 (3)<br/> Success<br/> 39 (3)<br/> Focus on needs<br/> 42 (3)<br/> Organization<br/> 45 (2)<br/> Competitive advantage<br/> 47 (1)<br/> Entire business<br/> 48 (1)<br/> Customers as assets<br/> 49 (4)<br/> Creating the customer-led business<br/> 53 (6)<br/> Summary<br/> 59 (1)<br/> Questions<br/> 59 (1)<br/> Notes<br/> 60 (1)<br/> Segmentation, positioning and the marketing mix<br/> 61 (31)<br/> Market segmentation<br/> 62 (10)<br/> Dynamic targeting strategies<br/> 72 (5)<br/> Creating the differential advantage<br/> 77 (6)<br/> Positioning strategy<br/> 83 (2)<br/> The marketing plan<br/> 85 (4)<br/> Market-centred organizations<br/> 89 (1)<br/> Summary<br/> 90 (1)<br/> Questions<br/> 90 (1)<br/> Notes<br/> 91 (1)<br/> Strategic market planning<br/> 92 (38)<br/> Adapting to change<br/> 92 (5)<br/> Evolution of planning systems<br/> 97 (2)<br/> Corporate strategy<br/> 99 (18)<br/> Business unit strategy<br/> 117 (11)<br/> Summary<br/> 128 (1)<br/> Questions<br/> 128 (1)<br/> Notes<br/> 129 (1)<br/> Market dynamics and competitive strategy<br/> 130 (27)<br/> Cycles of confusion<br/> 130 (6)<br/> Market dynamics<br/> 136 (3)<br/> The evolution of markets<br/> 139 (5)<br/> Formulating marketing strategies<br/> 144 (9)<br/> Niche companies<br/> 153 (2)<br/> Summary<br/> 155 (1)<br/> Questions<br/> 156 (1)<br/> Notes<br/> 156 (1)<br/> Building successful brands<br/> 157 (31)<br/> Products and brands<br/> 158 (1)<br/> Added values<br/> 159 (6)<br/> How to build brands<br/> 165 (5)<br/> The benefits of brands<br/> 170 (4)<br/> Multibranding, line and brand extensions<br/> 174 (3)<br/> Revitalization, repositioning and rationalization<br/> 177 (3)<br/> Regional and global brands<br/> 180 (2)<br/> Buying versus building brands<br/> 182 (1)<br/> Valuing brands<br/> 183 (1)<br/> The branding dilemma<br/> 184 (2)<br/> Summary<br/> 186 (1)<br/> Questions<br/> 186 (1)<br/> Notes<br/> 187 (1)<br/> Innovation and new product development<br/> 188 (30)<br/> Meaning of innovation<br/> 188 (3)<br/> Why innovate?<br/> 191 (4)<br/> Strategic opportunities for fast innovators<br/> 195 (2)<br/> Barriers to innovation<br/> 197 (2)<br/> Organizing for innovation<br/> 199 (4)<br/> New product development process<br/> 203 (9)<br/> Customer adoption process<br/> 212 (4)<br/> Summary<br/> 216 (1)<br/> Questions<br/> 216 (1)<br/> Notes<br/> 216 (2)<br/> Pricing policy: delivering value<br/> 218 (21)<br/> Assessing price competitiveness<br/> 220 (2)<br/> Establishing initial prices<br/> 222 (9)<br/> Initiating price changes<br/> 231 (3)<br/> Controlling reseller mark-ups<br/> 234 (3)<br/> Summary<br/> 237 (1)<br/> Questions<br/> 238 (1)<br/> Notes<br/> 238 (1)<br/> Communications strategy<br/> 239 (39)<br/> Introduction<br/> 239 (2)<br/> Communications and buyer behaviour<br/> 241 (11)<br/> Advertising planning<br/> 252 (13)<br/> Direct response marketing<br/> 265 (2)<br/> Interactive marketing<br/> 267 (2)<br/> Sales promotion<br/> 269 (3)<br/> Public relations<br/> 272 (2)<br/> Determining the communications mix<br/> 274 (2)<br/> Summary<br/> 276 (1)<br/> Questions<br/> 276 (1)<br/> Notes<br/> 277 (1)<br/> Managing personal selling<br/> 278 (33)<br/> Salesforce objectives<br/> 279 (2)<br/> Salesforce strategy<br/> 281 (4)<br/> Structure and size<br/> 285 (5)<br/> Allocation of resources<br/> 290 (2)<br/> Sales management<br/> 292 (6)<br/> The selling process<br/> 298 (5)<br/> Negotiations<br/> 303 (4)<br/> Managing account relationships<br/> 307 (2)<br/> Summary<br/> 309 (1)<br/> Questions<br/> 309 (1)<br/> Notes<br/> 309 (2)<br/> Managing marketing channels<br/> 311 (27)<br/> The role of channels<br/> 312 (3)<br/> Designing distribution channels<br/> 315 (5)<br/> Managing distribution channels<br/> 320 (4)<br/> Channel evolution<br/> 324 (4)<br/> Organizing distribution<br/> 328 (9)<br/> Summary<br/> 337 (1)<br/> Questions<br/> 337 (1)<br/> Notes<br/> 337 (1)<br/> Marketing in service businesses<br/> 338 (32)<br/> Nature of services<br/> 339 (3)<br/> Service characteristics<br/> 342 (4)<br/> Service tasks<br/> 346 (6)<br/> Services marketing strategy<br/> 352 (16)<br/> Summary<br/> 368 (1)<br/> Questions<br/> 368 (1)<br/> Notes<br/> 369 (1)<br/> Turnaround management<br/> 370 (31)<br/> Short-versus long-term improvements<br/> 371 (2)<br/> Types of industry change<br/> 373 (3)<br/> Some financial concepts<br/> 376 (4)<br/> Consolidation phase<br/> 380 (9)<br/> Transformation programme<br/> 389 (10)<br/> Summary<br/> 399 (1)<br/> Questions<br/> 400 (1)<br/> Notes<br/> 400 (1)<br/> Marketing in the twenty-first century<br/> 401 (20)<br/> Marketing: a recapitulation<br/> 401 (4)<br/> Changing marketing environment<br/> 405 (3)<br/> Changing marketing strategies<br/> 408 (4)<br/> Changing organizations for marketing<br/> 412 (3)<br/> Towards a partnership mentality<br/> 415 (2)<br/> Implementing marketing<br/> 417 (2)<br/> Summary<br/> 419 (1)<br/> Questions<br/> 420 (1)<br/> Notes<br/> 420 (1)<br/>Further reading 421 (8)<br/>Index of authors and firms 429 (5)<br/>Index of subjects 434
546 ## - LANGUAGE NOTE
Language note eng
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical Term Marketing
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical Term Marketing--Management
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical Term Strategic planning
942 ## - ADDED ENTRY ELEMENTS
Item type Book
Holdings
Withdrawn status Lost status Damaged status Not for loan Permanent Location Current Location Date acquired Source of acquisition Full call number Accession Number Copy number Price effective from Koha item type
        Mzumbe University Main Campus Library Mzumbe University Main Campus Library 04/01/2005 Seif school centre 658.8 DOY 0058328 1 12/05/2022 Book
        Mzumbe University Main Campus Library Mzumbe University Main Campus Library 04/01/2005 Seif school centre 658.8 DOY 0050334 2 12/05/2022 Book

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