The Marketing book (Marketing series) - Softcover

Michael J. Baker

Softcover

ISBN 10: 0750600233 ISBN 13: 9780750600231

Publisher: Butterworth-Heinemann, 1991

Synopsis

This revised edition is part of a series designed for students studying for the Chartered Institute of Marketing's Certificate and Diploma qualifications. New material is included on information technology, explaining first the nature of IT and its importance. Attention is then focused on the impact of IT on marketing and two areas of particular importance to marketing managers - database marketing and marketing information systems. In an analysis of the factors underlying successful brand development, quality and service are shown to be more important than advertising. The book then explores the comparative advantages of buying brands versus building and developing them internally, as well as the logic and economics behind brand extension strategies. With the approach of 1992 in Europe and the continuing growth of international competition, the opportunity has been taken to add a review of international marketing by including information focused on getting started in the field. This handbook stresses the importance of in-depth marketing research and provides detailed guidance on how to undertake this and assess both the risk and opportunities involved. Practical advice is also offered on overcoming psychic or psychological distance, segmentation, modes of market entry and dealing with competitive response.

About this title

From the Back Cover:

This 6th edition of The Marketing Book maintains its pre-eminent position as the first point of reference for marketers needing up-to-minute marketing thinking. Taking into account the emergence of new subjects and new authorities, Michael Baker and co-editor Susan Hart have renewed and added to the contents and contributor lists to make this the most authoritative and comprehensive overview of all key themes for the modern marketer.
* Packed with fresh thinking and new contributions to keep marketers abreast of industry advances
* New chapters critical to successful marketing application include 'Marketing Metrics', 'Marketing in Emerging Economies', 'Business-to-Business Marketing' and 'Qualitative Research'

* In particular, the 'Marketing Book' now looks at broader range of international issues with a broader group of leading international contributors including Evert Gummesson, Angela da Rocha and Arch Woodside
Based, as in previous editions, on seminal articles from thought leaders in each subject the 'Marketing Book 6th edition' is bursting with salient articles. It amounts to an all-embracing one-volume companion to modern marketing thought, ideal for all practitioners and students of Marketing.

About the Author:

Michael J Baker is Emeritus Professor of Marketing at the University of Strathclyde where he founded the Department of Marketing in 1971. He is the Author/Editor of more than fifty books, most recently the Fifth edition of Marketing Strategy and Management (2014), and over 150 academic Chapters and Articles. He is the Founding Editor of the Journal of Marketing Management and currently Editor of the Journal of Customer Behaviour and the new journal Social Business.

About this edition

• Publisher: Butterworth-Heinemann
• Publication date: 1991
• ISBN 10: 0750600233
• ISBN 13: 9780750600231
• Binding: Paperback
• Edition number: 2
• Number of pages: 529