Name: The Marketing Book By Michael Baker
SKU: 9780750685665
Price: 38.99 AUD
Availability: InStock

The Marketing Book Summary

The Marketing Book by Michael Baker

The 6th edition of the best-selling Marketing Book has been extensively updated to reflect changes and trends in current marketing thinking and practice.

Taking into account the emergence of new subjects and new authorities, Michael Baker and the new co-editor Susan Hart have overhauled the contents and contributor lists of the previous edition to ensure this volume addresses all the necessary themes for the modern marketer.

In particular, the 'Marketing Book' now looks at broader range of international issues with a broader group of international contributors. Based, as in previous editions, on seminal articles form thought leaders in each subject the 'Marketing Book 6th edition' is bursting with salient articles. It amounts to an all-embracing one-volume companion to modern marketing thought, ideal for all students of marketing.

About Michael Baker

By Michael Baker, Emeritus Professor of Marketing, University of Strathclyde Business School, Special Professor at Nottingham University Business School, and President, Academy of Marketing; and Susan Hart, Professor of Marketing and Head of the Department of Marketing, University of Strathclyde

One more time: what is marketing?(Michael J. Baker);Postmodern marketing(Stephen Brown);Relationship marketing(Lisa O'Malley and Caroline Tynan);The basics of marketing strategy
(Robin Wensley);Strategic marketing planning: theory and practice(Malcolm McDonald);Consumer behaviour(Mark Gabbott);Business-to-business marketing, organizational buying behaviour, interfirm relationships and network behaviour
(Arch G. Woodside and Kathleen R. Ferris-Costa);
Marketing research(Alan Wilson);Qualitative research(Len Tiu Wright);Quantitative methods in marketing(Luiz Moutinho);Market segmentation
(Yoram (Jerry) Wind and David R. Bell);The marketing mix(Michael J. Baker);New product development(Susan Hart);Pricing(Tony Cram); Selling and sales management(Bill Donaldson);
Brand building(Leslie de Chernatony);Integrated marketing communications(Tony Yeshin);Mass communications(Douglas West);What do we mean by direct, data and digital marketing?(Derek Holder);A strategic approach to customer relationship management(Adrian Payne and Pennie Frow);Marketing metrics(Tim Ambler); Implementing strategic change(Lloyd C. Harris);
Exit Services marketing - enter service marketing(Evert Gummesson);International marketing(Angela da Rocha and Jorge Ferreira da Silva);E-marketing(Dave Chaffey); Marketing for nonprofit organizations(Adrian Sargeant); Marketing ethics(Andrea Prothero);
Green marketing(Ken Peattie);Marketing in emerging economies(Piyush Kumar Sinha and Prathap Oburai);Retailing(Leigh Sparks).

Additional information

Sku

GOR004511500

ISBN 13

9780750685665

ISBN 10

0750685662

Title

The Marketing Book by Michael Baker

Author

Michael Baker

Condition

Used - Very Good

Binding type

Hardback

Publisher

Taylor & Francis Ltd

Year published

2007-10-03

Number of pages

682

Prizes

N/A

Cover note

Book picture is for illustrative purposes only, actual binding, cover or edition may vary.

Note

This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

The Marketing Book Michael Baker

The Marketing Book by Michael Baker

Summary

The Marketing Book Summary

The Marketing Book by Michael Baker

About Michael Baker

Table of Contents

Additional information

Customer Reviews - The Marketing Book