Description

The 6th edition of the best-selling Marketing Book has been extensively updated to reflect changes and trends in current marketing thinking and practice. Taking into account the emergence of new subjects and new authorities, Michael Baker and the new co-editor Susan Hart have overhauled the contents and contributor lists of the previous edition to ensure this volume addresses all the necessary themes for the modern marketer. In particular, the 'Marketing Book' now looks at broader range of international issues with a broader group of international contributors. Based, as in previous editions, on seminal articles form 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 students of marketing.

Key Features

* New edition packed with fresh thinking and new contributions to keep up-to-date with the latest industry advances * Carefully commissioned pieces from international thought leaders in each major field * A primary reference and handbook for the marketing industry for the last 20 years

Readership

Marketing faculty Graduate students in all areas of Marketing CIM diploma level students (recommended text) and some member sales

Details

No. of pages:
688
Language:
English
Copyright:
© 2008
Published:
Imprint:
Butterworth-Heinemann
Print ISBN:
9780750685665
Electronic ISBN:
9780080942544

About the authors

Michael Baker

Affiliations and Expertise

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

Susan Hart

Affiliations and Expertise

Professor of Marketing and Head of the Department of Marketing, University of Strathclyde