The Marketing Manual


  • Michael Baker, Emeritus Professor of Marketing, University of Strathclyde Business School, Special Professor at Nottingham University Business School, and President, Academy of Marketing

The Marketing Manual is a step-by-step guide to solving your marketing problem. Through questions, practical examples and mini-case studies, this book demonstrates how to prepare your marketing plan.The Marketing Manual addresses the 3 fundamental questions facing the business planner: *where are we now? *where do we want to go? *how do we get there? The workbook elaborates on these essential questions helping you to address your own marketing problem and work through to the preparation of an operational marketing plan.
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final year business students; postgraduate management students; executives on formal management development programmes.


Book information

  • Published: April 1998
  • ISBN: 978-0-7506-3652-0

Table of Contents

Strategic marketing planning; Problem solving and decision making; Developing a marketing orientation; Marketing and competitive success; The marketing appreciation; Where do we want to go?; How do I get there?; How will I know when I've arrived?; Appendices; Index.