The Marketing Book: Published in association with the Chartered Institute of Marketing CIM Professional Development Series (Marketing S.)

by Michael Baker (Editor), Michael Baker (Editor)

• Used

  Paperback
  1994

  $3.27

  This third edition has been extensively revised, updated and extended. In addition to the original chapters, a number of completely new chapters have been added. The book is divided into four sections. Part 1 gives particular attention to the contribution of marketing to corporate success and the factors which distinguish marketing oriented companies and underpin their above average performance. Part 2 reviews the conceptual underpinnings of corporate practice - economic, behavioural, sociological psychological - and the techniques available to translate concepts into practice. Part 3 opens with an evaluation of the concept of the marketing mix and its main constituent elements, addressing the problems inherent in uniting these into unique and distinctive combinations. Finally, part 4 evaluates the application of marketing in a variety of contexts and situations and concludes with a considered review of the current and future potential for marketing theory and practice.

• Used

  Paperback
  2002

  $3.27

  This fifth 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 has 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 broaches the following 'new' topics: channel management; management of the supply chain; customer relationship management; direct marketing; E-marketing; integrated marketing communications; measurement of marketing effectiveness; postmodern and retro-marketing; relationship marketing; and retailing. Like its predecessors, the Marketing Book 5th edition is bursting with salient articles from some of the best known academics in the field. It amounts to an all-embracing one-volume companion to modern marketing thought, ideal for all students of marketing. It is the authoritative reference source for marketers, now in its fifth edition. It is an overview of current thinking and practice, revised to reflect shifts in the marketing world. It is a seminal collection of articles by leading academics and practitioners.

• Used

  Hardcover
  1987

  $3.27