Marketing Strategy and Management

by Michael J. Baker

About the author

Michael J. Baker is Emeritus Professor of Marketing at the University of Strathclyde, UK, where he founded the Department of Marketing in 1971. He is the founding editor of the Journal of Marketing Management and Journal of Customer Behaviour and is the former President of the Academy of Marketing. He has supervised over 80 PhD students, 18 of whom are now Professors of Marketing.