Marketing Strategy and Management
4th Edition
Published on 1. June 2007
Book
Paperback/Softback
608 pages
978-1-4039-8627-6 (ISBN)
Description
The new edition of Marketing Strategy and Management brings a classic text up-to-date. Building on its reputation for academic rigor, it retains the traditional functional approach to marketing but incorporates current research and topical examples to encourage students to apply theoretical principles to practical real-world situations. Also available is a companion website with extra features to accompany the text, please take a look by clicking below - http://www.palgrave.com/business/baker/index.asp
More details
Edition
4th Revised edition
Language
English
Place of publication
Gordonsville
United States
Publishing group
Palgrave USA
Target group
College/higher education
Edition type
Revised edition
Dimensions
Height: 247 mm
Width: 190 mm
Thickness: 33 mm
Weight
1136 gr
ISBN-13
978-1-4039-8627-6 (9781403986276)
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
M. Baker
Marketing Strategy and Management
Book
12/2014
5th Edition
Bloomsbury Academic
€98.90
Shipment within 10-20 days
Previous edition
Michael J. Baker
Marketing Strategy and Management
Book
12/2000
3rd Edition
Palgrave Macmillan
€40.84
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. He is currently President of the Academy of Marketing. He has supervised over 80 PhD students, 18 of whom are now Professors of Marketing.
Content
PART 1: MARKETING STRATEGY Prologue Marketing and Competition Marketing and Corporate Strategy Principles of Strategic Marketing Planning Analytical Frameworks for Strategic Marketing Planning Research for Marketing PART 2: 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 3: MANAGING THE MARKETING MIX The Marketing Mix Product Policy and Management Packaging Pricing Policy and Management Distribution and Sales Policy Promotion Policy and Management PART 4: IMPLEMENTING MARKETING Customer Care and Service Developing a Marketing Culture The (Short-term) Marketing Plan Implementation and Control Current Issues and Future Trends