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The Marketing Book
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The Marketing Book Paperback - 2016

by Michael J. Baker (Editor); Susan Hart (Editor)


From the publisher

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 classic reference from renowned professors Michael Baker and Susan Hart was designed for student use, especially for professionals taking their CIM qualifications. Nevertheless, it is also invaluable for practitioners due to its modular approach. Each chapter is set out in a clean and concise way with plenty of diagrams and examples, so that you don't have to dig for the information you need. Much of this long-awaited seventh edition contains brand new chapters and a new selection of experts to bring you bang up to date with the latest in marketing thought. Also included are brand new content in direct, data and digital marketing, and social marketing.

If you're a marketing student or practitioner with a question, this book should be the first place you look.

Details

  • Title The Marketing Book
  • Author Michael J. Baker (Editor); Susan Hart (Editor)
  • Binding Paperback
  • Edition Paperback
  • Pages 616
  • Volumes 1
  • Language ENG
  • Publisher Routledge
  • Date 2016-04-26
  • Illustrated Yes
  • Features Bibliography, Illustrated, Index
  • ISBN 9780415703772 / 0415703778
  • Weight 2.65 lbs (1.20 kg)
  • Dimensions 9.7 x 7.5 x 1.5 in (24.64 x 19.05 x 3.81 cm)
  • Library of Congress subjects Marketing
  • Library of Congress Catalog Number 2015039752
  • Dewey Decimal Code 658.8

About the author

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

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