Peter Doyle – författare

Marketing Management and Strategy is a concise and practical management guide to the latest ideas in advanced Marketing and Strategy. The authors show how to develop a marketing orientation in the organisation and how this impacts on the ultimate corporate goals of profit, growth and security. They then examine how marketing strategies are developed and implemented through effective product, pricing, distribution, communication and services.

This is a core text for MBA Marketing Management course and for university short courses for executives. This will also be suitable for any undergraduates or postgraduates on marketing strategy courses.

 

This book provides a clear practical introduction to shareholder value analysis for the marketing professional.  It gives them the tools to develop the marketing strategies that will create the most value for business.  For top management and CFOs the book explains how marketing generates shareholder value.  It shows how top management should evaluate strategies and stimulate more effective and relevant marketing in their companies.

The original essence of the first edition has been maintained but obvious areas have been updated and revised, as well as, new areas such as technology have been addressed.  The second edition of this book has been written by a ghost writer who has fully updated, enhanced and replaced statistics, case studies and other outdated content with the help of a select advisory panel, each of whom has acted as a subject expert, a guide and as part of a steering committee.

The highly prestigious panels of contributors include:

Jean-Claude Larréché – INSEAD

Veronica Wong – Aston Business School

John Quelch – Harvard Business School

Susan Hart – Strathclyde Graduate Business School (SGBS)

Michael Baker – Emeritus Professor SGBS

Tim Ambler – London Business School

Tony Cram – Ashridge

Table of Contents:

PART I

Principles of Value Creation

1      Marketing and Shareholder Value  

2      The Shareholder Value Approach    

3      The Marketing Value Driver    

4       The Growth Imperative    

PART II

Developing High-Value Strategies

5       Strategic Position Assessment

6       Value-Based Marketing Strategy  

PART III

Implementing High-Value Strategies

7      Building Brands  

8       Pricing for Value  

9       Value-Based Communications 

10     Value-Based Marketing in the Digital Age    

This book provides a clear practical introduction to shareholder value analysis for the marketing professional.  It gives them the tools to develop the marketing strategies that will create the most value for business.  For top management and CFOs the book explains how marketing generates shareholder value.  It shows how top management should evaluate strategies and stimulate more effective and relevant marketing in their companies.

The original essence of the first edition has been maintained but obvious areas have been updated and revised, as well as, new areas such as technology have been addressed.  The second edition of this book has been written by a ghost writer who has fully updated, enhanced and replaced statistics, case studies and other outdated content with the help of a select advisory panel, each of whom has acted as a subject expert, a guide and as part of a steering committee.

The highly prestigious panels of contributors include:

Jean-Claude Larréché – INSEAD

Veronica Wong – Aston Business School

John Quelch – Harvard Business School

Susan Hart – Strathclyde Graduate Business School (SGBS)

Michael Baker – Emeritus Professor SGBS

Tim Ambler – London Business School

Tony Cram – Ashridge

Table of Contents:

PART I

Principles of Value Creation

1      Marketing and Shareholder Value  

2      The Shareholder Value Approach    

3      The Marketing Value Driver    

4       The Growth Imperative    

PART II

Developing High-Value Strategies

5       Strategic Position Assessment

6       Value-Based Marketing Strategy  

PART III

Implementing High-Value Strategies

7      Building Brands  

8       Pricing for Value  

9       Value-Based Communications 

10     Value-Based Marketing in the Digital Age    

This book provides a clear practical introduction to shareholder value analysis for the marketing professional.  It gives them the tools to develop the marketing strategies that will create the most value for business.  For top management and CFOs the book explains how marketing generates shareholder value.  It shows how top management should evaluate strategies and stimulate more effective and relevant marketing in their companies.The original essence of the first edition has been maintained but obvious areas have been updated and revised, as well as, new areas such as technology have been addressed.  The second edition of this book has been written by a ghost writer who has fully updated, enhanced and replaced statistics, case studies and other outdated content with the help of a select advisory panel, each of whom has acted as a subject expert, a guide and as part of a steering committee. The highly prestigious panels of contributors include:Jean-Claude Larréché – INSEADVeronica Wong – Aston Business SchoolJohn Quelch – Harvard Business SchoolSusan Hart – Strathclyde Graduate Business School (SGBS)Michael Baker – Emeritus Professor SGBSTim Ambler – London Business SchoolTony Cram – Ashridge Table of Contents:PART IPrinciples of Value Creation1      Marketing and Shareholder Value  2      The Shareholder Value Approach    3      The Marketing Value Driver    4       The Growth Imperative    PART IIDeveloping High-Value Strategies5       Strategic Position Assessment6       Value-Based Marketing Strategy  PART IIIImplementing High-Value Strategies7      Building Brands  8       Pricing for Value  9       Value-Based Communications 10     Value-Based Marketing in the Digital Age

The Key to Earth History introduces students to the basic tools used by geologists to reconstruct the Earth's history, and shows how these tools can be used to chart the pattern of global environmental change since the formation of the Earth some 4600 million years ago. It tells a story of mountain building, climate change and of the evolution of life, and uses the North Atlantic region (Europe and North America) as a study area to illustrate this story.Divided into two parts, the book shows how stratigraphy is the key to understanding the history of the Earth. The first part examines the basic stratigraphical methods used to establish, date and interpret the rock record as the product of a series of events whithin Earth history. The second part presents the results obtained by geologists, who have used these stratigraphical tools to reconstruct the pattern of global environmental change through geological time and focuses on the geological evolution of the North Atlantic region. The Key to Earth History is essential reading for geologists, geographers and environmental scientists, as well as to all those interested in the story of the planet."The authors provide no one with an alibi for bad stratigraphic teaching!"—Geoscientist"The aims of this introductory textbook are to explain the process and pattern of Earth history, to generate interest and enthusiasm, to make stratigraphy fun and exciting! These aims are admirably achieved."—The Holocene"This is a great little book! I found that, not only was everything covered, but that it was covered in a refreshing, readable, no-nonsense fashion."—Earth Science Reviews"The Key to Earth History really should be compulsory reading for all ... geology students."—Geologie

The first introductory palaeontology text which demonstrates the importance of selected fossil groups in geological and biological studies, particularly in understanding evolutionary patterns, palaeoenvironmental analysis, and stratigraphy. Part one explores several key concepts, such as the processes of fossil preservation, the determination of evolutionary patterns, and use of fossils and statigraphical tools. Part two introduces the main fossil groups of value in these applied fields. Part three concentrates on the examination of important case histories which demonstrate the use of fossils in diverse practical examples. Evolutionary studies, palaeoenvironmental analysis, and stratigraphical applications are documented using up-to-date examples supported by overviews of the principles.

Environmental Geology: geology and the human environment provides a comprehensive introduction to the subject of environmental geology - the interaction of humans with the geological environment. As a subject, environmental geology has grown in popularity with the rise of interest in environmental issues. Despite this, environmental geology is not a new subject but a meld of three related earth science disciplines: economic geology, engineering geology and applied geomorphology, each of which has been given a new focus through the need for greater environmental management. This book is the first of its kind to recognise that the true challenge of environmental geology does not lie in rural areas or in the green issues, but in the urban environment and its resource hinterland. By the year 2000, over 3.5 billion people, over 50% of the world's population, will live in urban areas covering just 1% of the earth's surface. It is here that human interaction with the geological environment is at its most intense: it is here that the practical challenges in environmental geology lie. Urban growth fuels the demand for mineral and water resources, tests our skills as engineering geologists, produces vast volumes of waste which must be managed, and increases human vulnerability to natural hazards. All of these topics are covered within this book. Environmental geology is a practical subject, and environmental geologists have a crucial role in managing our interaction with the geological environment. This textbook demonstrates how environmental geologists can make a practical contribution to managing this interaction allowing both sustained development and environmental conservation.

Stratigraphy is the key to understanding the geological evolution of the earth. It provides the framework for our interpretation of the sequences of events which have shaped the earth throughout its 4600 million years of existence. It provides the timescale with which we can determine the relative order of these events, and it provides the means whereby we can calibrate this using absolute ages in years. Stratigraphy is therefore the most fundamental subject in the science of geology, and all geologists are practising stratigraphers. Traditionally, however, stratigraphy has been considered as a Victorian science, a ponderous process of the naming and cataloguing of innumerable geological units most of which are of limited interest outside of a given geographical region. This view has been challenged in recent years through the development of new techniques such as sequence stratigraphy, cyclostratigraphy and chemostratigraphy which have greatly enhanced our capability to interpret earth history. In this book many of the leading practitioners of modern stratigraphy have been gathered together to provide up-to-date and authoritative reviews of most of the important advances in the subject. As such it is the only volume to provide a comprehensive treatment of modern stratigraphy at an advanced undergraduate level.

The familiar pictures of the First World War show soldiers in their trenches: hellish images of mud. But there is another dimension not depicted by these frightening representations of battle: the mundane everyday routine of the majority of the soldier's life that was spent away from the Front. This book explores the life of the average British 'Tommy' of the Great War, in battle and at rest, in training, and on his return home. Illustrated with evocative images of the war, and items of the soldier's kit, it provides an answer to the question: What was it like to be a soldier in the trenches on the front line?

During World War II, German prison camps swelled with Allied Prisoners of War, captured during fierce conflicts, from the Battle of France in 1940 to the bomber offensives over Germany from 1943. This book looks in intimate detail at the life of average private soldiers, beginning with their capture, through the long days as prisoners and hard labourers, to the readjustment to home life after their release. Illustrated with original materials, postcards, and photographs, the author reveals their personal experiences in this intriguing account, including letters to and from home, which disclose some surprising attitudes towards the POWs.

Tips on how to find fossils for yourself in the British Isles, from an expert in the field.The fossil-bearing rocks of the British Isles represent life from the last 2,900 million years and the UK is seen by many as the cradle of modern geology. Using the geological map of Britain, expert palaeontologist Peter Doyle offers a comprehensive guide to fossils in the UK, plotting the main fossil groups around the country, and relating them to the different ages of the rock in which they are found. With photographs of the fossils that can be discovered, and tips on how to find them yourself, British Fossils is the perfect companion for the novice fossil hunter or enthusiast.

The history of the British home in the 1940s is dominated by the Second World War. In the first five years of the decade homes were adapted to better survive the affects of bombing. The 1930s home became the wartime home with the addition of anti-blast tape to the windows, sandbags round the door, and a Morrison shelter in the kitchen. In the garden, lawn and shrubs gave way to vegetable plots and chicken coops. For those whose houses were damaged or destroyed, or those moved out of their homes by post-war rehousing schemes, the picture was very different. For many the pre-fab became home, and new designs of furniture made under the utility scheme furnished rooms cheaply and stylishly. And new estates, different from anything tried before the war, rose from the bomb sites, offering state-of-the-art sanitisation and modern facilities to thousands.

The story of the British soldier in the Second World War, of endurance through six long years of conflict, in theatres as diverse as Europe, the Western Desert, the Arctic and the Far East has so far not been adequately told. This small book will redress the balance. The book unfolds the story of the road to Dunkirk, the development of Fortress Britain and the rearming of the army to open the 'Second Front' in Europe. It explains what it was like to serve in the desert, on the long road that led to victory in Alamein, and of the battles against the Japanese in the Far East. It does so by reference to the military equipment, literature, art and ephemera, helping to conjure up a flavour of the British Tommy's experience that has not been touched upon in other books dealing with the period, and assisting the family historian with a greater understanding of the activities of their relatives in this hard-fought war.

In the late 1930s, when war seemed inevitable and it was realised that aerial attack would be the greatest threat posed by any coming conflict, the government established a volunteer organisation - Air Raid Precautions or ARP - that would stand at the centre of the wartime civil defence. Members of the ARP distributed gasmasks to the population, and policed the blackout. Once raids started they played a vital role in shepherding people to shelter, reporting on damage, and rescuing people from wrecked buildings. Alongside the ARP the Auxiliary Fire Service (later the NFS), Police, Fire Guard and Women's Voluntary Service worked to deal with the effects of bombing raids and to minimise the suffering of the British people. Together they formed the Civil Defence Services, and this book is their history.

Postcards sent by men on the front, and to them by their families, are among the most numerous, and most telling, surviving artefacts of the Great War. They tell us much about attitudes towards the war, and provide a great insight into men's lives, and into the thoughts and emotions of those left behind. Very different in their illustration, and in their writing, between the beginning of the war and the end, postcards provide a social history of the war in microcosm. Illustrated with a wide range of postcards, this is a fascinating look into the response of the British people to the horrors of the war.

For the British army, the cap badge is the most easily identifiable form of insignia.It represents a distillation of the pride of the regiment, its various battle honours and symbols borne proudly on the metallic emblem that was worn on all head dress, even within the trenches. Identification of the cap badge on old photographs is the first, important step in unravelling the military service of an individual.This handy companion illustrates clearly the main types, helping you to avoid a growing number of fakes and forgeries, and allows the collector and family historian alike to understand their meaning.

It's May 1941: over 43,000 civilians had been killed, and over a million houses destroyed following endless nights of bombing raids. Yet London, and other cities that had been targeted survived, their spirit undaunted, their people resilient. Revisionist historians have sought to dampen the notion of the 'Blitz spirit', but the writings and surviving records all point to a resilience that would remain unbroken, despite the death toll rising to almost 52,000 from bombing alone. Illustrated with archive photographs and other materials, and illuminated by first hand recollections of the "Blitz", this human history of the bombing raids on Britain is the perfect introduction to this dark episode in British history.

Postcards sent by men on the front, and to them by their families, are among the most numerous, and most telling, surviving artefacts of the Great War. They tell us much about attitudes towards the war, and provide a great insight into men''s lives, and into the thoughts and emotions of those left behind. Very different in their illustration, and in their writing, between the beginning of the war and the end, postcards provide a social history of the war in microcosm. Illustrated with a wide range of postcards, this is a fascinating look into the response of the British people to the horrors of the war.

In their companion volume to British Army Cap Badges of the First World War, authors Peter Doyle and Chris Foster present an overview of the main cap badges worn by the British Army during the Second World War, which continued the rich and varied tradition of British regimental insignia.This book describes and illustrates, for the first time in high quality full colour, the main types of cap badge worn. With many amalgamations, war-raised units and special forces, British military insignia from the period have a surprising range that differs substantially from that worn by the soldiers of the previous generation. As in the first book, this volume contains contemporary illustrations of the soldiers themselves wearing the badges.Employing the skills of an established writer (and collector) and artist, it provides a unique reference guide for anyone interested in the British Army of the period.

As Britain emerged from the Second World War, the armed forces desperately needed extra manpower to face new threats from old allies and to meet the considerable obligations of its Empire.Between 1947 and 1960, more than 1.1 million men were conscripted for a one- or two-year stint as national servicemen to help the Army, RAF, and, to a lesser extent, the Navy, cope with the demands placed on them. After basic training of bull, blanco and square-bashing, recruits would quickly be turned into soldiers, airmen and sailors and posted all over the globe – many of them to fight guerrillas, cope with riots and civil war, or even serve on the front line in such theatres as Korea, Malaya, Suez and Aden.Peter Doyle and Paul Evans here explain what life was like for these recruits, from training to demob, and how they were affected by their experiences.

In their companion volume to British Army Cap Badges of the First World War, authors Peter Doyle and Chris Foster present an overview of the main cap badges worn by the British Army during the Second World War, which continued the rich and varied tradition of British regimental insignia. This book describes and illustrates, for the first time in high quality full colour, the main types of cap badge worn. With many amalgamations, war-raised units and special forces, British military insignia from the period have a surprising range that differs substantially from that worn by the soldiers of the previous generation. As in the first book, this volume contains contemporary illustrations of the soldiers themselves wearing the badges. Employing the skills of an established writer (and collector) and artist, it provides a unique reference guide for anyone interested in the British Army of the period.

The First World War profoundly changed British society. The armed forces'' need for mass recruitment saw the workforce severely depleted, with women stepping up to shoulder the burden; but nobody could ignore the social upheaval or the strains put upon daily life. With poverty a major issue at the outbreak of war, the extra wages put more food on the table for many families, in spite of rationing and shortages, and away from the front the nation prospered. The war intervened in all aspects of home life, and attacks from the sea and the air meant that civilians were caught up in ''total war''. Peter Doyle explores how British citizens met these challenges, looking at such aspects of daily life as clothing restrictions and popular arts, alongside broader issues like food shortages and industrial unrest.

Postcards sent by men on the front, and to them by their families, are among the most numerous, and most telling, surviving artefacts of the Great War. They tell us much about attitudes towards the war, and provide a great insight into men''s lives, and into the thoughts and emotions of those left behind. Very different in their illustration, and in their writing, between the beginning of the war and the end, postcards provide a social history of the war in microcosm. Illustrated with a wide range of postcards, this is a fascinating look into the response of the British people to the horrors of the war.

On the centenary of the Great War comes this poignant look at fifty objects never far from Tommy''s side – official uniform, good-luck charms, phrasebooks, a sweetheart''s letter, some unexpected and others more familiar. With sumptuous original photography and thoughtful text, this is life as the ordinary First World War soldier knew it. Inside front: What Tommy Took To War tells sobering, fascinating stories that bring the ordinary Tommy''s experiences back to life with poignant immediacy. With striking original photography by Chris Foster and expert text from noted historian Peter Doyle, it looks in detail at fifty objects that Tommy would have had in his kit and which would have accompanied, equipped and comforted him during his wartime ordeals: official uniform, training manual, cigarettes, good-luck charms, sweethearts'' letters, foreign phrasebook and myriad others. Together, these artefacts give us a serious and informative, yet touching and even occasionally amusing, picture of the ordinary soldier''s experience of the First World War.

Innovation in Marketing is a unique collection of empirical material describing both systems innovation and the launch of new products.This ranges from the development of new high tech items such as the Organiser from Psion, to the transfer of a major brand such as Virgin Direct to a new market. Based on this the authors have developed a clear analytical model for managing innovation with a marketing perspective.Doyle and Bridgewater illustrate the key themes using case materials and the entirely new new work it contains on the linkage between innovation and shareholder value. This gives the student and professional a new decision making perspective. The key themes that structure the book are: Marketing and innovation - the model, innovation and strategy, marketing strategies and shareholder value, best practice in innovation management, effectiveness in innovation.

It was a war that shaped the modern world, fought on five continents, claiming the lives of ten million people. Two great nations met each other on the field of battle for the first time. But were they so very different? For the first time, and drawing widely on archive material in the form of original letters and diaries, Peter Doyle and Robin Schäfer bring together the two sides, ‘Fritz’ and ‘Tommy’, to examine cultural and military nuances that have until now been left untouched: their approaches to war, their lives at the front, their greatest fears and their hopes for the future. The soldiers on both sides went to war with high ideals; they experienced horror and misery, but also comradeship/Kameradschaft. And with increasing alienation from the people at home, they drew closer together, ‘the Hun’ transformed into ‘good old Jerry’ by the war’s end. This unique collaboration is a refreshing yet touching examination of how little truly divided the men on either side of no-man’sland during the First World War.

The British soldier of the Great War has been depicted in many books. Invariably, a pen picture paints him as stoic, joining the army in a wave of patriotic fervour, and destined to serve four years on the Western Front in some of the most costly battles in history. Yet often the picture is difficult to resolve for the reader. How did the soldier live, where did he sleep? What was it like to go over the top, and when he did, what did he carry with him? For many, the idea of trench life is hazy, and usually involves ‘drowning in mud’, in, as one writer put it, ‘the pitiless misery’ of Passchendaele.Remembering Tommy pays tribute to the real British soldier of the Great War. In stunning images of uniforms, equipment and ephemera, it conjures the atmosphere of the trenches through the belongings of the soldiers themselves – allowing us almost to reach out and touch history.

The result of over twenty-five years of research, Beneath Flanders Fields reveals how this intense underground battle was fought and won. The authors give the first full account of mine warfare in World War I through the words of the tunnellers themselves as well as plans, drawings, and previously unpublished archive photographs, many in colour. Beneath Flanders Fields also shows how military mining evolved. The tunnellers constructed hundreds of deep dugouts that housed tens of thousands of troops. Often electrically lit and ventilated, these tunnels incorporated headquarters, cookhouses, soup kitchens, hospitals, drying rooms, and workshops. A few dugouts survive today, a final physical legacy of the Great War, and are presented for the first time in photographs in Beneath Flanders Fields.

Echo and Reverb is the first history of acoustically imagined space in popular music recording. The book documents how acoustic effects-reverberation, room ambience, and echo-have been used in recordings since the 1920s to create virtual sonic architectures and landscapes. Author Peter Doyle traces the development of these acoustically-created worlds from the ancient Greek myth of Echo and Narcissus to the dramatic acoustic architectures of the medieval cathedral, the grand concert halls of the 19th century, and those created by the humble parlor phonograph of the early 20th century, and finally, the revolutionary age of rock 'n' roll. Citing recordings ranging from Gene Austin's 'My Blue Heaven' to Elvis Presley's 'Mystery Train,' Doyle illustrates how non-musical sound constructs, with all their rich and contradictory baggage, became a central feature of recorded music. The book traces various imagined worlds created with synthetic echo and reverb-the heroic landscapes of the cowboy west, the twilight shores of south sea islands, the uncanny alleys of dark cityscapes, the weird mindspaces of horror movies, the private and collective spaces of teen experience, and the funky juke-joints of the mind.