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Marketing Strategy and Management

  • Authors
  • Michael¬†J.¬†Baker
Textbook

Table of contents

  1. Front Matter
    Pages i-xxv
  2. Marketing Strategy

    1. Front Matter
      Pages 1-1
    2. Michael J. Baker
      Pages 3-14
    3. Michael J. Baker
      Pages 15-43
    4. Michael J. Baker
      Pages 44-66
    5. Michael J. Baker
      Pages 67-97
    6. Michael J. Baker
      Pages 139-162
    7. Michael J. Baker
      Pages 163-187
    8. Michael J. Baker
      Pages 188-217
    9. Michael J. Baker
      Pages 218-240
    10. Michael J. Baker
      Pages 241-259
    11. Michael J. Baker
      Pages 260-276
  3. Managing the Market Function

    1. Front Matter
      Pages 277-277
    2. Michael J. Baker
      Pages 279-312
    3. Michael J. Baker
      Pages 313-347
    4. Michael J. Baker
      Pages 348-359
    5. Michael J. Baker
      Pages 360-384
    6. Michael J. Baker
      Pages 385-407
    7. Michael J. Baker
      Pages 408-434
  4. Implementing Marketing

    1. Front Matter
      Pages 435-435
    2. Michael J. Baker
      Pages 437-457
    3. Michael J. Baker
      Pages 458-479
    4. Michael J. Baker
      Pages 480-490
    5. Michael J. Baker
      Pages 491-514
    6. Michael J. Baker
      Pages 515-532
  5. Back Matter
    Pages 533-560

About this book

Introduction

This fully revised and updated edition of Michael Baker's successful text for the advanced student who has completed a basic marketing course or for the more experienced practitioner with a working knowledge of the subject. 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.

Keywords

Distribution market segmentation marketing pricing Promotion strategic marketing

Bibliographic information

  • DOI https://doi.org/10.1007/978-1-349-22167-7
  • Copyright Information Macmillan Publishers Limited 1992
  • Publisher Name Palgrave, London
  • Print ISBN 978-0-333-57644-1
  • Online ISBN 978-1-349-22167-7
  • Buy this book on publisher's site