內容簡介
“直正的市場營銷是一門管理哲學，它認識到隻有比競爭對手更有效地滿足顧客當前和未來的需要，企業的成功纔可持續。”本書作者彼得·多伊爾是市場營銷管理與戰略教學與研究方而後 國際知隻爭朝夕專家、華威大學商學院的市場營銷和戰略管理教授。同時也擔任多家*大企業的高級營銷顧問。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、難點和部分詞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.“直正的市場營銷是一門管理哲學，它認識到隻有比競爭對手更有效地滿足顧客當前和未來的需要，企業的成功纔可持續。”本書作者彼得·多伊爾是市場營銷管理與戰略教學與研究方而後 國際知隻爭朝夕專家、華威大學商學院的市場營銷和戰略管理教授。同時也擔任多家*大企業的高級營銷顧問。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、難點和部分詞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
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.“直正的市場營銷是一門管理哲學，它認識到隻有比競爭對手更有效地滿足顧客當前和未來的需要，企業的成功纔可持續。”本書作者彼得·多伊爾是市場營銷管理與戰略教學與研究方而後 國際知隻爭朝夕專家、華威大學商學院的市場營銷和戰略管理教授。同時也擔任多家*大企業的高級營銷顧問。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、難點和部分詞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.
