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Table of contents (22 chapters)
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Implementing Marketing
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Front Matter
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Back Matter
Keywords
About this book
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.
About the author
Michael is eminent in the field of marketing. He founded the Department of Marketing at the University of Strathclyde, UK, in 1971, the first ever Department of Marketing in the UK. He is the founding editor of the Journal of Marketing Management and Journal of Customer Behaviour. He has supervised over 80 PhD students, 18 of whom are now Professors of Marketing.
Bibliographic Information
Book Title: Marketing Strategy and Management
Authors: Michael J. Baker
DOI: https://doi.org/10.1007/978-1-349-22167-7
Publisher: Red Globe Press London
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Michael J. Baker 1992
Edition Number: 2
Number of Pages: XXV, 560
Additional Information: Previously published under the imprint Palgrave
Topics: Marketing