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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