Marketing Management and Strategy TextbookThe textbook is fantastic. It was the textbook i was looking for and it Arrived very quick, before the time it was due.
I was glad to see that my textbook came in perfect condition without any damage what so ever.
The seller gave specific and precise info on the textbook that was for sale and i was therefore sure that I was getting the correct textbook i needed for my degree.
Many thanks to the seller.
An excellent introduction to marketingI have several of the marketing classics and I must say this book has turned out to be a real gem. It is extremely stimulating and it's coverage of modern marketing theory is fairly comprehensive (if somewhat concise).
It is somewhat unfortunate that Prof.Doyle enthuses about Marks & Spencer as that company no longer represents a good example of strategic marketing. The company would make an excellent example of discontinous change and managements total inability to rise to the challenge !
The book could however do with better end of chapter excercises and more in depth case studies.
Essential reading for all senior managers
Peter Doyle is Professor of Marketing and Strategic Management at Warwick Business School.
He is a rare individual in that he is able to present and write in a way that far outstrips his peers in Marketing strategy. i.e. clear, concise and very commercial. I had the pleasure of attending a term of his courses in the MBA and can honestly say that this book was a revelation for someone who hadn't come across marketing before.
It is of great relevance and practical benefit. I still refer to it and recommend it to all senior managers as an essential read.
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