The Marketing Book

Front Cover
Michael J. Baker, Susan Hart
Routledge, Apr 14, 2016 - Business & Economics - 616 pages

The Marketing Book is everything you need to know but were afraid to ask about marketing. Divided into 25 chapters, each written by an expert in their field, it's a crash course in marketing theory and practice. From planning, strategy and research through to getting the marketing mix right, branding, promotions and even marketing for small to medium enterprises.

This classic reference from renowned professors Michael Baker and Susan Hart was designed for student use, especially for professionals taking their CIM qualifications. Nevertheless, it is also invaluable for practitioners due to its modular approach. Each chapter is set out in a clean and concise way with plenty of diagrams and examples, so that you don't have to dig for the information you need. Much of this long-awaited seventh edition contains brand new chapters and a new selection of experts to bring you bang up to date with the latest in marketing thought. Also included are brand new content in direct, data and digital marketing, and social marketing.

If you're a marketing student or practitioner with a question, this book should be the first place you look.

 

Selected pages

Contents

What is marketing?
Postmodern marketing Dead and buried or alive and kicking?
Marketing theory
The basics of marketing strategy
Strategic marketing planning Theory and practice
Implementing strategic change
Consumer behaviour
Marketing research
Spiros Gounaris
Francesca DallOlmo Riley
be digital
Customer relationship management Strategy and implementation
Services marketing
International marketing
Social marketing
Marketing for nonprofit organisations

Qualitative research
Quantitative methods in marketing
Segmentation
The marketing mix
New product development
Susan Hart
Marketing ethics
Green marketing
Retailing
Index
Copyright

Other editions - View all

The Marketing Book
Michael J. Baker,Susan Hart
Limited preview - 2016
The Marketing Book
Michael J. Baker,Susan Hart
No preview available - 2016
The Marketing Book
Michael J. Baker,Susan Hart
No preview available - 2016

Common terms and phrases

achieve activities analysis approach brand brand extensions cent challenges channels communication company’s competitive competitors concept consumer behaviour consumption context costs culture decision decision-makers economic effective employees environment environmental ethical evaluation example factors Figure firm focus focused global groups identified impact implementation important individual industry innovation interaction international market internationalisation involved issues Journal of Marketing Kotler market segmentation market share marketing ethics Marketing Management marketing mix marketing planning marketing research marketing strategy marketing theory Marks & Spencer measures nonprofit organisation performance perspective postmodern potential practice profit purchase Qualitative Market Research qualitative research relationship relationship marketing responsibility retailers Review role sales force salespeople salesperson sector selling social marketing social media specific statistical strategic marketing structure success sustainability target Tesco understanding variables

About the author (2016)

Michael J Baker is Emeritus Professor of Marketing at the University of Strathclyde, UK. He founded the Department of Marketing in 1971.

Susan Hart will be Dean of Durham University Business School from July 2016, prior to this she was Dean and Associate Deputy Principal at the University of Strathclyde, UK

Bibliographic information

TitleThe Marketing Book
EditorsMichael J. Baker, Susan Hart
Edition7, illustrated, reprint, revised
PublisherRoutledge, 2016
ISBN1134506120, 9781134506125
Length616 pages
Subjects ›  › 

Business & Economics / Management
Business & Economics / Marketing / General
  
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