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The Marketing Book By Michael Baker

The Marketing Book

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Reflect changes and trends in marketing thinking and practice. This work includes topics such as: channel management; management of the supply chain; customer relationship management; direct marketing; E-marketing; measurement of marketing effectiveness; postmodern and retro-marketing; relationship marketing; and retailing.

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The Marketing Book Summary


The Marketing Book by Michael Baker

This fifth edition of the best-selling "Marketing Book" has been extensively updated to reflect changes and trends in current marketing thinking and practice. Taking into account the emergence of new subjects and new authorities, Michael Baker has overhauled the contents and contributor lists of the previous edition to ensure this volume addresses all the necessary themes for the modern marketer. In particular, the "Marketing Book" now broaches the following 'new' topics: channel management; management of the supply chain; customer relationship management; direct marketing; E-marketing; integrated marketing communications; measurement of marketing effectiveness; postmodern and retro-marketing; relationship marketing; and retailing. Like its predecessors, the "Marketing Book 5th edition" is bursting with salient articles from some of the best known academics in the field. It amounts to an all-embracing one-volume companion to modern marketing thought, ideal for all students of marketing. It is the authoritative reference source for marketers, now in its fifth edition. It is an overview of current thinking and practice, revised to reflect shifts in the marketing world. It is a seminal collection of articles by leading academics and practitioners.

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Table of Contents


Preface; One more time - what is marketing? (Michael Baker); Postmodern marketing (Stephen Brown); Relationship marketing (Lisa O'Malley and Caroline Tynan); The basics of marketing strategy (Robin Wensley); Strategic marketing planning (Malcolm McDonald); Consumer decision making (Gordon R. Foxall); Business-to-business marketing (Peter W. Turnbull and Sheena Leek); Marketing research (John Webb); Quantitiative methods in marketing (Luiz Mouthino and Arthur Meidan); Market segmentation (Martin Evans); Managing the marketing mix (Peter Doyle); New product development (Susan Hart); Pricing (Adamantios Diamantopoulos); Selling and sales management (Bill Donaldson); Branding (Leslie de Chernatony); Integrated marketing communications (Tony Yeshin); Promotion (Keith Crosier); Sales promotion (Sue and Ken Peattie); Customer relationship management (Martin Christopher and Adrian Payne); Controlling marketing and the measurement of marketing effectiveness (Keith Ward); Marketing implementation, organizational change and internal marketing strategy (Nigel F. Piercy); Direct marketing (Graeme McCorkell); The marketing of services (Adrian Palmer); International marketing (Stanley J. Paliwoda); e-Marketing (Dave Chaffey); Cause-related marketing (Sue Adkins); Social marketing (Lynn MacFadyen, Martine Stead and Gerard Hastings); Green marketing (Ken Peattie and Martin Charter); Marketing for small-to-medium enterprises (David Carson); Retailing (Peter J. McGoldrick).

Additional information

GOR001794124
The Marketing Book by Michael Baker
Michael Baker
Used - Very Good
Paperback
Taylor & Francis Ltd
2002-11-21
834
0750655364
9780750655361
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.