The Marketing Book: Published in association with the Chartered Institute of Marketing CIM Professional Development Series (Marketing S.)

This third edition of the best-selling Marketing Book has been extensively revised, updated and substantially extended. All the original chapters have been reviewed and many of them have been completely rewritten to reflect changes and trends in current marketing thinking and practice.

In addition, a number of completely new chapters have been added, namely: * Strategic Marketing Planning: A review of concepts and their applications - Malcolm McDonald and Linden Brown * Market Segmentation - Martin Evans * Sales Promotion - Sue and Ken Peattie * Green Marketing - Ken Peattie and Martin Charter The authoritative Chartered Institute of Marketing handbook, under the editorship of Professor Michael Baker, and with specially commissioned contributions from top UK marketing educators and writers, sets out the scope and nature of the marketing function, its managerial application and its contribution to corporate success. The Marketing Book is an indispensable reference work and textbook for students and practitioners, all over the world. It will be essential reading for those students taking CIM Certificate and Diploma, business studies management and marketing degrees, MBA, DMS, and BTEC Higher National and equivalent courses. - Connections, December 1994
third edition of the best-selling Marketing Book
revised, updated and substantially extended.
all the original chapters have been reviewed and many of them have been completely rewritten to reflect changes and trends in current marketing thinking
and practice

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.