The Marketing Book
- 6th Edition - October 3, 2007
- Imprint: Butterworth-Heinemann
- Authors: Michael Baker, Susan Hart
- Language: English
- eBook ISBN:9 7 8 - 0 - 0 8 - 0 9 4 2 5 4 - 4
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… Read more
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Request a sales quoteThe 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.
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.
* 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
* 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
Marketing faculty
Graduate students in all areas of Marketing
CIM diploma level students (recommended text) and some member sales
Graduate students in all areas of Marketing
CIM diploma level students (recommended text) and some member sales
- Edition: 6
- Published: October 3, 2007
- Imprint: Butterworth-Heinemann
- No. of pages: 688
- Language: English
- eBook ISBN: 9780080942544
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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 MarketingSH
Susan Hart
Affiliations and expertise
Professor of Marketing and Head of the Department of Marketing, University of StrathclydeRead The Marketing Book on ScienceDirect