The Marketing Book is now one of the leading texts and references used by students all over the world. Covering key contemporary issues in marketing, it gives the best overview currently available on marketing.Edited by Michael Baker, Professor of Marketing at the University of Strathclyde Business School and the UK's most important and influential marketing thinker, this rigorously revised, updated and substantially extended fourth edition now contains articles on Marketing and the Internet, Social Marketing, Marketing of Services and other issues. All the original chapters have been reworked and many of them have been completely rewritten to reflect changes and trends in current marketing thinking and practice.
The book's 30 chapters highlight the quality, breadth and depth of the ideas from the best minds in modern marketing education. Professor Michael Baker, and with specially commissioned contributions from top UK marketing educators and writers, sets out the scope and nature of contemporary marketing, its managerial application and its contribution to corporate success. Its list of contributors constitutes a virtual who's who of UK marketing experts today.
The Marketing Book is an indispensable reference work and textbook for students and practitioners, all over the world. This textbook is essential reading for those students taking the Chartered Institute of Marketing's Certificate and Diploma examinations, as well as business studies, management, marketing, MBA, DMS, and BTEC Higher National courses. Being an invaluable resource to practitioners-especially those taking executive courses in marketing or pursuing Continuous Professional Development-it deserves to be on the desk of anyone who aspires to be a marketing manager, and certainly on the bookshelves of anyone who is practising a significant marketing role in their organisation.
The author of over 30 books on marketing, Professor Baker is also President of the Academy of Marketing, Dean of the Chartered Institute of Marketing's Academic Senate and founding Editor of the Journal of Marketing Management.
