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Marketing Strategy and Management By Michael J. Baker

Marketing Strategy and Management
by Michael J. Baker

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£5.99
A major revision of Michael Baker's "Marketing Strategy and Management", this third edition retains an in-depth and analytical approach, and pays particular attention to the implementation of strategy in practice, including the business to business, international and social and public sectors.
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Marketing Strategy and Management Summary


Marketing Strategy and Management by Michael J. Baker

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.

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About Michael J. Baker


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.

Table of Contents


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

Additional information

GOR001198740
Marketing Strategy and Management by Michael J. Baker
Michael J. Baker
Used - Very Good
Paperback
Palgrave Macmillan
2000-11-30
576
0333748565
9780333748565
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.