Marketing Strategy and Management
5th Edition
Published on 5. December 2014
Book
Paperback/Softback
560 pages
978-1-137-02582-1 (ISBN)
Description
The fifth edition of Marketing Strategy and Management builds upon Michael Baker's reputation for academic rigor. It retains the traditional, functional (4Ps) approach to marketing but incorporates current research, topical examples and case studies, encouraging students to apply theoretical principles and frameworks to real-world situations.
Reviews / Votes
"There is no question that this book is a tour de force of Marketing Strategy content, covering a considerable breadth and depth of material. It is well-structured, thoughtfully presented, instructively written and critically-evaluative. For the reader who wants to think about the complex, analytical and social processes of managing the strategic direction of the organisation, this book provides a comprehensive, instructive and reflective means from which to engage with the hows and whys of managing marketing strategy creation. No marketing student, practitioner or academic should be without it." - Dr. Lee Quinn, Director of Studies BA(Hons) Marketing, University of Liverpool, UKMore details
Edition
5th ed. 2014
Language
English
Place of publication
London
United Kingdom
Publishing group
Bloomsbury Publishing PLC
Target group
College/higher education
Dimensions
Height: 280 mm
Width: 210 mm
Thickness: 30 mm
Weight
1352 gr
ISBN-13
978-1-137-02582-1 (9781137025821)
DOI
10.1007/978-1-137-34213-3
Schweitzer Classification
Other editions
Previous edition
Michael J. Baker
Marketing Strategy and Management
Book
06/2007
4th Edition
Palgrave MacMillan
€79.41
Article exhausted; check for reprint
Person
Michael J. Baker is eminent in the field of marketing. He founded the Department of Marketing at the University of Strathclyde, UK, in 1971, the first ever Department of Marketing in the UK. He is the founding editor of the Journal of Marketing Management and Journal of Customer Behaviour and is the former President of the Academy of Marketing. He has supervised over 80 PhD students, 18 of whom are now Professors of Marketing.
Content
PART I: MARKETING STRATEGY 1.- 1. Overview and Executive Summary.- 2. Marketing and Corporate Strategy.- 3. Marketing and Competition.- 4. Principles of Strategic Marketing Planning.- 5. Analytical Frameworks for Strategic Marketing.- 6. Marketing Intelligence Research for Marketing.- PART II: THE MARKETING APPRECIATION.- 7. Macro-environmental Analysis.- 8. Customer Analysis.- 9. Industry and Competitor Analysis.- 10. Internal (Self) Analysis.- 11. Matching - Putting it All Together.- 12. Market Segmentation.- PART III: MANAGING THE MARKETING MIX.- 13. The Marketing Mix.- 14. Product Service Policy and Management.- 15. Packaging and Design.- 16. Pricing Policy and Management.- 17. Distribution and Sales Policy.- 18. Integrated Marketing Communications.- 19. Branding.- PART IV: IMPLEMENTING MARKETING.- 20. Marketing in a Foreign Environment and Globalisation.- 21. Customer Care and Service.- 22. Developing a Marketing Culture.- 23. The (Short-term) Marketing Plan.- 24. Implementation and Control.- 25. Transformational Marketing.