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Macmillan Higher Education

Marketing Strategy and Management (5th Edition)

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Palgrave

Pages: 560
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Paperback - 9781137025821

19 December 2014

$89.99

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The fifth edition of Marketing Strategy and Management builds upon Michael Baker's reputation for academic rigor. It retains the traditional, functional (4Ps) approach to marketing but incorporates current research, topical...

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The fifth edition of Marketing Strategy and Management builds upon Michael Baker's reputation for academic rigor. It retains the traditional, functional (4Ps) approach to marketing but incorporates current research, topical examples and case studies, encouraging students to apply theoretical principles and frameworks to real-world situations.

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Offers multiple perspectives on the formulation and implementation of marketing strategy, which helps students see how marketing theory actually works in practice
Very strong and comprehensive theoretical grounding
Indepth analytical approach helps students understand how to make effective marketing decisions
Inclusion of Case studies and examples to illustrate applied decision making in empirical situations
New format and more attractive, accessible text design with enhanced pedagogical features

PART I: MARKETING STRATEGY 1
1. Overview and Executive Summary
2. Marketing and Corporate Strategy
3. Marketing and Competition
4. Principles of Strategic Marketing Planning
5. Analytical Frameworks for Strategic Marketing
6. Marketing Intelligence Research for Marketing
PART II: THE MARKETING APPRECIATION
7. Macro-environmental Analysis
8. Customer Analysis
9. Industry and Competitor Analysis
10. Internal (Self) Analysis
11. Matching – Putting it All Together
12. Market Segmentation
PART III: MANAGING THE MARKETING MIX
13. The Marketing Mix
14. Product Service Policy and Management
15. Packaging and Design
16. Pricing Policy and Management
17. Distribution and Sales Policy
18. Integrated Marketing Communications
19. Branding
PART IV: IMPLEMENTING MARKETING
20. Marketing in a Foreign Environment and Globalisation
21. Customer Care and Service
22. Developing a Marketing Culture
23. The (Short-term) Marketing Plan
24. Implementation and Control
25. Transformational Marketing.

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Michael J. Baker is eminent in the field of marketing. He founded the Department of Marketing at the University of Strathclyde, UK, in 1971, the first ever Department of Marketing in the UK. 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.

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Michael J. Baker is eminent in the field of marketing. He founded the Department of Marketing at the University of Strathclyde, UK, in 1971, the first ever Department of Marketing in the UK. 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.

Show Less

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