Marketing Strategy and Management

by M. Baker (Author)

• Used

  Paperback
  1992

  $8.81

  This is a new edition, fully revised and updated, of Michael Baker's successful text for the advanced student who has completed a basic marketing course or for the more experienced practitioner with a working knowledge of the subject. The first part of the book is concerned with the role and nature of marketing strategy and strategic marketing planning, while the remainder is concerned with the policy issues involved with the management of the marketing mix.

• Used

  Paperback
  2000

  $4.39

  This is a major revision of Michael Baker's Marketing Strategy and Management . Retaining its in-depth and analytical approach, the third edition pays particular attention to the implementation of strategy in practice, including the business to business, service, international and social and public sectors. This edition has been re-organised to reflect experiences from its use in teaching. This includes a new Part II, The Marketing Appreciation, which contains material on market research, macro-environmental analysis, customer, competitor and internal analysis. There are three new chapters including Industry and Competitive Analysis, and Current Issues and Trends and more substantial coverage of service industries and new technology.