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

  $3.28

  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
  1999

  $3.28

  This revised fourth edition has several rewritten chapters reflecting current trends and serves as a reference work and textbook for both students and practitioners. It explains the nature of the marketing function, its managerial application and its contribution to corporate success.

• Used

  Hardcover
  1987

  $3.28