Marketing Management and Strategy (Bilingual Version)

Author: Zhu Yimin
Publisher:
Publish Date: 2006-07-01
Features: "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." The author of this book, Peter Doyle, is an internationally renowned expert in teaching and research on marketing management and strategy, as well as a professor of marketing and strategic management at the University of Warwick Business School. He also serves as a senior marketing consultant for several world-class companies. This book is written in a cohesive manner, with concise and practical content; the language is brief and fluent. Three experts and teachers have further provided necessary translations and annotations for key points, difficulties, and some vocabulary. This new publishing format better meets the needs of bilingual teaching.
About the Author: Peter Doyle is internationally recognized for his teaching and research in marketing and strategy. He is a professor of Marketing and Strategic Management at the MBA program and executive courses of the University of Warwick Business School. Previously, he has held positions at INSEAD, London Business School, Bradford University, Stanford, and the University of Hawaii. Peter Doyle has run executive programs for senior managers throughout Europe, the USA, South America, and the Far East. He has been voted 'Outstanding Teacher' on numerous university and corporate courses. In addition, he has published five books and over one hundred articles in professional journals. He holds a First-Class Honours degree from the University of Manchester, an MBA, and a PhD from Carnegie-Mellon University, USA. His Research Society and the Best Paper Award of the American Marketing Association and the European Marketing Academy.