This mutlipack consists of Doyle: Marketing Management and Strategy 3rd Edition (ISBN 0273651501) and The Marketing in Practice Case Studies DVD Vol 1 (ISBN 0273681915).
A core text for MBA marketing management courses, and for university short courses for executives; a supplemental text for undergraduate and postgraduate marketing strategy courses, and CIM strategy courses.
Marketing Management and Strategy is a concise, practical management guide to the latest ideas in marketing and strategy for MBA and executive courses. It has already been adopted by many leading British business schools. It focuses on key issues relevant to modern business, drawing on the author’s experience as a consultant to many major international companies. It gives practical, step-by-step guides to developing a marketing strategy, making pricing decisions and developing advertising and communications plans. Its interdisciplinary approach is designed to appeal to all senior managers.
In association with The Decision Group, based in the Netherlands, Marketing in Practice Case Studies gives instructors and students the opportunity to listen and see real-world marketing directors and learn about the decisions they make that impact their companies. By watching the interviews and studying accompanying documents, students are able to work their way through exercises that help them thoroughly understand the case studies.
Filled with lively interviews, additional company information, questions and weblinks, this DVD can be sold as a stand-alone or bundled with any marketing textbook.
Marketing In Practice Case Studies DVD includes the following companies:
Fruit-tella
Slow market growth and increasing competition are affecting this strong brand. Learn what options might be available: Brand Extensions, New Market Segments, or Optimising Distribution
Barcardi
How do you introduce a lifestyle product (Barcardi Breezer) with limited funds while overcoming ethical issues concerning underage drinking? Find out how to leverage the equity of the Barcardi brand and position the company to succeed.
Lancome
How do you increase market share with an old established brand? With increasing competition, new niches need to be found. Success depends on effective distribution, innovation and marketing communication.
