The Marketing Book

Front Cover
Routledge, May 4, 2012 - Business & Economics - 834 pages
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
* 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.
 

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

Organization and Planning for Marketing
2
The Framework of Marketing
117
Managing the Marketing Function
284
The Application of Marketing
562
Index
806
Marketing titles from ButterworthHeinemann
835
Copyright

Other editions - View all

Common terms and phrases

Bibliographic information