This 6th edition of The Marketing Book maintains its pre-eminent position as the first point of reference for marketers needing up-to-minute marketing thinking. Taking into account the emergence of new subjects and new authorities, Michael Baker and co-editor Susan Hart have renewed and added to the contents and contributor lists to make this the most authoritative and comprehensive overview of all key themes for the modern marketer.
* Packed with fresh thinking and new contributions to keep marketers abreast of industry advances
* New chapters critical to successful marketing application include 'Marketing Metrics', 'Marketing in Emerging Economies', 'Business-to-Business Marketing' and 'Qualitative Research'
* In particular, the 'Marketing Book' now looks at broader range of international issues with a broader group of leading international contributors including Evert Gummesson, Angela da Rocha and Arch Woodside
Based, as in previous editions, on seminal articles from 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 practitioners and students of Marketing.
Booknews
Offering a thorough overview of the scope and nature of contemporary marketing, its managerial applications, and its contribution to corporate success, this volume has been extensively revised and updated since its last edition in 1994 (with subsequent reprints). New articles address marketing and the Internet; social marketing; retailing, pricing, and selling; product development; and marketing of services. Annotation c. Book News, Inc., Portland, OR (booknews.com)