Marketing Strategy and Management

 
9780333323076: Marketing Strategy and Management
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The first part of the book is concerned with the role and nature of marketing strategy and strategic marketing planning, while the remainder is concerned with the policy issues involved with the management of the marketing mix.

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About the Author:

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.

Review:

"There is no question that this book is a tour de force of Marketing Strategy content, covering a considerable breadth and depth of material. It 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

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Baker, Michael J.
Published by Palgrave Macmillan (1985)
ISBN 10: 0333323076 ISBN 13: 9780333323076
Used Quantity Available: 1
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Better World Books
(Mishawaka, IN, U.S.A.)
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Book Description Palgrave Macmillan, 1985. Condition: Fair. Former Library book. Shows definite wear, and perhaps considerable marking on inside. Seller Inventory # GRP77979206

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