Marketing Strategy and Management
Summary
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Marketing Strategy and Management by Michael J Baker
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.
"There is no question that this book is a tour de force of Marketing Strategy content, covering a considerable breadth and depth of materialIt 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, UK
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.
| SKU | Unavailable |
| ISBN 13 | 9781137025821 |
| ISBN 10 | 1137025824 |
| Title | Marketing Strategy and Management |
| Author | Michael J Baker |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Bloomsbury Publishing PLC |
| Year published | 2014-12-05 |
| Number of pages | 560 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |