行銷管理與戰略

內容提要

“直正的市場行銷是一門管理哲學，它認識到只有比競爭對手更有效地滿足顧客當前和未來的需要，企業的成功才可持續。”本書作者彼得·多伊爾是市場行銷管理與戰略教學與研究方而後國際知只爭朝夕專家、華威大學商學院的市場行銷和戰略管理教授。同時也擔任多家世界級大企業的高級行銷顧問。本書一氣呵成，內容精闢、實用；文字簡略、流暢。三位專家、教師進一步對重點、難點和部分辭彙做了必要的翻譯和注釋，這一新的出版形式能更好地滿足雙語教學的需要。

作者簡介　Peter Doyle is internationally recognized for his teaching and research in marketing and strategy. He is professor of Marketing and Strategic Management at the University of Warwick Business School’s MBA programme and executive courses. Previously he has held Positions at INSEAD, London Business School, Bradford University, Stanford and University of Hawaii.

Peter Dole has run executive programmes 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 on hundred articles in professional journals. He has a First Class Honours degree from the University of Manchester and an MBA and a phD from Camegie-Mellon University, USA. His Research Society and the Best Paper Award of the American Marketing Association and the Europen Marketing Academy.

作者簡介

傅德岷（1937-），四川崇州市人，重慶工商大學教授，碩士研究生導師，散文理論家，作家，重慶市（直轄後）首屆中國現當代文學學術帶頭人，國務院政府特殊津貼專家。已出版學術專著《散文藝術論》《中外用文縱橫論》《中國現代散文發展史》《新時期散文思潮概觀》《新時期散文景觀》《外國作家論散文》長篇小說《魂盪化鎣—“雙槍老太婆”前傳》。

行銷管理與戰略

基本介紹

內容提要

作者簡介

目錄

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