Marketing Strategy and Management

by Michael J. Baker

About this book

​Marketing Strategy and Management provides an authoritative account of the issues faced when crafting and implementing an effective marketing strategy. Distinguishing what is important and why, and illustrating the application of this understanding to practical issues of who, how, where and when, this is an ideal text for students on advanced undergraduate and postgraduate marketing courses and modules.

Key features of the 5th edition:
  • Restructured and thoroughly revised, with new chapters on Branding, Transformational Marketing, and Marketing in Foreign Environments and Globalisation
  • New opening chapter offering an Executive Summary and Overview of the following chapters, which identifies the key lessons to be learned
  • Highlights the key issues to be considered in both developing and implementing a marketing strategy by practitioners
  • Emphasises the importance of evidence-based decision making