The Marketing Book by Michael Baker

The Marketing Book by Michael Baker

The Marketing Book is everything you need to know but were afraid to ask about marketing. Divided into 25 chapters, each written by an expert in their field, it's a crash course in marketing theory and practice. From planning, strategy and research through to getting the marketing mix right, branding, promotions and even marketing for small to medium enterprises.

‘This is an essential starting point for any student wanting the most comprehensive survey of marketing theory and practice available todayYou cannot beat it.’ - Professor Mark Tadajewski, Durham University, UK

‘This is the go-to book of the marketing discipline – comprehensive, thought-provoking and utterly dependable. Its contribution reaches way beyond the business school. As a social marketer, I have worked for many years with colleagues in public health and often think how much they could learn from it. I have in mind not just the finer points of sustained behaviour change which marketers have mastered with such skill and which this text elucidates so well, but also the invaluable insights it provides into the methods of their competitors - what Margaret Chan, Director-General of WHO, calls ‘Big Tobacco, Big Food, Big Soda, and Big Alcohol’ and whose powerful business interests, she reminds us, have to be combatted if public health is to prevail. The Marketing Book is the ideal user-manual for this vital work.’ - Professor Gerard Hastings, The Institute for Social Marketing, University of Stirling, UK

‘Marketing has seen huge changes over the last 20 years with the opportunity from new digital media and technologies which have been enthusiastically adopted by consumers and businesses alike. Yet, the fundamentals of successful marketing remain the same and, for me, The Marketing Book, is the best single source to rapidly learn and return to for the core principles of applied marketing strategy from the leading specialists in the UK.’ - Dr Dave Chaffey. Digital Marketing Strategist, Publisher of digital marketing education site: www.SmartInsights.com and co-author: Emarketing Excellence: Planning and Optimizing your Digital Marketing (also by Routledge)

Michael J Baker is Emeritus Professor of Marketing at the University of Strathclyde, UK. He founded the Department of Marketing in 1971.

Susan Hart will be Dean of Durham University Business School from July 2016, prior to this she was Dean and Associate Deputy Principal at the University of Strathclyde, UK

SKU	Unavailable
ISBN 13	9780415703772
ISBN 10	0415703778
Title	The Marketing Book
Author	Michael Baker
Condition	Unavailable
Binding Type	Paperback
Publisher	Routledge
Year published	2016-04-26
Number of pages	616
Cover note	Book picture is for illustrative purposes only, actual binding, cover or edition may vary.