Marketing Strategy and Management
2nd Edition
Published on 27. July 1992
Book
Hardback
592 pages
978-0-333-57643-4 (ISBN)
Description
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.
More details
Edition
2nd Revised edition
Language
English
Place of publication
Basingstoke
United Kingdom
Target group
College/higher education
Professional and scholarly
Edition type
Revised edition
Illustrations
92ill.
Dimensions
Height: 240 mm
Width: 159 mm
Weight
1018 gr
ISBN-13
978-0-333-57643-4 (9780333576434)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Michael J. Baker
Marketing Strategy and Management
Book
03/2000
3rd Edition
Palgrave Macmillan
€33.41
Article exhausted; check for reprint
Content
Prologue - Marketing and Competition - Marketing and Corporate Strategy - Principles of Strategic Marketing Planning - Analytical Frameworks for Strategic Marketing Planning - The Marketing Environment - Buyer Behaviour - Market Segmentation - Positioning - Situation Analysis: The Marketing Audit - Managing the Marketing Mix - Marketing Research - Product Policy and Management - Packaging - Pricing and Price Policy - Distribution and Sales Policy - Promotion Policy and Management - Service - Developing a Marketing Culture - The Short Term Marketing Plan - Control - Recapitulation