This book explores the role of marketing in the modern enterprise, presenting an up-to-date review of the most important concepts and techniques that managers need in order to analyse today's markets and to capitalise on the opportunities that are continually emerging. Marketing is the single most important determinant of success as the ability to satisfy-or delight-customers is the only determinant of an enterprise's ability to generate revenues. No enterprise exists for its own sake but rather its mission is to meet the needs of those customers it was created to serve.
Thus, marketing, according to author Peter Doyle, is the philosophy of management that recognises that the success of the enterprise is only sustainable if it can organise to meet the current and prospective needs of customers more effectively than the competition. Marketing tries to get the enterprise to develop and offer what the customer will find of real value. In this way, marketing seeks to build long-term, mutually beneficial partnerships between the enterprise and its customers.
This innovative book is for senior managers and those taking advanced marketing courses on MBA, CIM and similar post-experience programmes. It focuses on strategic planning and decision making in today's rapidly changing and highly competitive global markets.
Peter Doyle is Professor of Marketing and Strategic Management at the University of Warwick, where he heads both the executive and MBA programmes. He has previously held positions at INSEAD, London Business School, Bradford University, Stanford and the University of Hawaii. He is one of the world's leading academics and an experienced consultant on marketing and strategy. He has published five books and over 100 articles in professional journals. He has a First Class Honours degree from the University of Manchester and an MBA and a PhD from Carnegie-Mellon University.
