Marketing Strategy and Management
3rd Edition
Published on 10. March 2000
Book
Hardback
576 pages
978-0-333-74855-8 (ISBN)
Description
This is a major revision of Michael Baker's "Marketing Strategy and Management". Retaining its in-depth and analytical approach, the third edition pays particular attention to the implementation of strategy in practice, including the business to business, service, international and social and public sectors. This edition has been re-organised to reflect experiences from its use in teaching. This includes a new Part II, The Marketing Appreciation, which contains material on market research, macro-environmental analysis, customer, competitor and internal analysis. There are three new chapters including Industry and Competitive Analysis, and Current Issues and Trends and more substantial coverage of service industries and new technology.
More details
Edition
3rd Revised edition
Language
English
Place of publication
Basingstoke
United Kingdom
Target group
College/higher education
Edition type
Revised edition
Dimensions
Height: 252 mm
Width: 200 mm
Weight
1211 gr
ISBN-13
978-0-333-74855-8 (9780333748558)
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
12/2000
3rd Edition
Palgrave Macmillan
€40.84
Article exhausted; check for reprint
Previous edition
Michael J. Baker
Marketing Strategy and Management
Book
07/1992
2nd Edition
Palgrave Macmillan
€74.28
Article exhausted; check for reprint
Person
MICHAEL J.BAKER was Professor of Marketing at the University of Strathclyde until his retirement in August 1999 where he was Head of the Department of Marketing from its inception in 1971 until 1988. He has also held positions as Dean of the School of Business Administration at Strathclyde, Chairman of the Institute of Marketing and Governor of the CAM foundation. He was the Founding Editor of the Journal of Marketing Management.
Content
PART I: MARKETING STRATEGY - Prologue - Marketing and Competition - Marketing and Competitive Success - Principles of Strategic Marketing Planning - Analytical Frameworks for Strategic Planning - Research for Marketing - PART II: THE MARKETING APPRECIATION - Macro-Environmental Analysis - Industry and Competitor Analysis - Customer Analysis - Internal (Self) Analysis - Matching - Putting it all Together - Product Differentiation and Market Segmentation - Positioning and Branding - PART III: MANAGING THE MARKETING MIX - The Marketing Mix - Product Policy - Packaging - Pricing Policy and Management - Distribution Policy - Promotion Policy and Management - PART IV: IMPLEMENTING MARKETING - Customer Service - Developing a Marketing Culture - The (Short-term) Marketing Plan - Implementation and Control - Current Issues and Future Trends - Recapitulation