Cover for The Marketing Book

The Marketing Book

Book • Sixth Edition2008

Authors:

Michael J. Baker and Susan Hart

The Marketing Book

Book • Sixth Edition2008

 

Cover for The Marketing Book

Authors:

Michael J. Baker and Susan Hart

About the book

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Book 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 em ... read full description

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    Index

    Pages 629-644

About the book

Publisher's Note: Transferred to Taylor & Francis as of 2011

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.

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

* 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

Details

ISBN

978-0-7506-8566-5

Language

English

Published

2008

Copyright

Copyright © 2008 Elsevier Ltd. All rights reserved

Imprint

Butterworth-Heinemann

Authors

Michael J. Baker

Susan Hart