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Marketing Management and Strategy by Peter Doyle

This book by Peter Doyle is called

Marketing Management and Strategy

In my review posted on Amazon.co.uk, I gave the book Four Stars. This means it is Good and Well Worth Reading.

Here is my book review.

Very good marketing book for university

I didn’t like the recommended text book for my MBA course back in the late 1990s so I bought this one.

It’s much better. Well written and it has the best explanation of building strategy taking into account the interests of all of the stakeholders that I’ve ever read.

His theory basically said that stakeholders base their expectations on what they see other stakeholders getting. So employees may be fine with their salaries but when they see the business owner replace his battered Ford Focus with a brand new BMW 7 series, they want more money.

It makes a lot of sense to me.

I also think it was very good at explaining marketing as a concept and business philosophy.

Two things have held it back from getting five stars.

1 it dates back to those strange days before the Internet.

2 I discovered that there is a big (too big) difference between marketing studied in universities and marketing as it has to be practised by small businesses who can’t afford wasteful and expensive brand building.

You can get it from Amazon.co.uk and Amazon.com

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