The Marketing Manual

1st Edition

Authors: Michael Baker
Paperback ISBN: 9780750636520
Imprint: Butterworth-Heinemann
Published Date: 2nd April 1998
Page Count: 288


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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.

Key Features

· This is not a theory book but a manual that trains the student in the application of key marketing concepts to solving real marketing problems or completing a degree or diploma level project · Based on a powerful diagrammatic approach backed by exercises (including matrices, self-tests, checklists) and model answers creating a framework for using the 'tools' of analysis · Written by one of the UK's leading marketing academics for his undergraduate and professional students to complete their marketing project course work


final year business students; postgraduate management students; executives on formal management development programmes.

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.


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About the Author

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