Marketing Management and Strategy - (3rd Edition)

Author: Peter Doyle
Publisher:
Publish Date: 2006-04-01
Features: "True marketing is a philosophy of management that recognizes that only by satisfying customers' current and future needs more effectively than competitors can a company's success be sustainable." As an MBA student, senior manager, or marketing professional, many of you may overlook others, but you cannot miss Peter Doyle. The reasons are as follows: , he is a world-class academic leader today, whose research has won the highest achievement award from three major marketing authoritative academic institutions (American Marketing Association, European Marketing Academy, and British Operations Research Society). Second, top-tier business schools (such as INSEAD, London Business School, and Stanford University's Graduate School of Business) have successively appointed him as the chief professor for MBA and senior management training courses; Third, top multinational companies (such as Coca-Cola, Shell, IBM, HP, 3M, Unilever, etc.) have eagerly hired him as a senior marketing consultant; Fourth, this book "Marketing Management and Strategy" has won the British Management Consulting Association Book Award and is another great work following Philip Kotler's "Marketing Management." In the eyes of MBAs and senior managers, its status is comparable to the great works of Michael Porter, Gary Hamel, and Charles Handy. This excellent book is worth in-depth study for every person who wants to develop their marketing skills. — President of Independent Newspapers Anthony O'Reilly MBA students' ideal textbook, managers' must-read book. Insightful, inspiring, and highly practical. This book will inevitably have a profound impact on the future of marketing. — Ken Simmonds, Professor of Marketing at London Business School