Marketing Strategy and Management - Couverture souple

Baker, Michael J.

Couverture souple

ISBN 10 : 0333748565 ISBN 13 : 9780333748565

Editeur : Palgrave Macmillan, 2000

Synopsis

This is a major revision of Michael Baker's "Marketing Strategy and Management". Retaining its in-depth and analytical approach, the third edition pays particular attention to the implementation of strategy in practice, including the business to business, service, international and social and public sectors. This edition has been re-organised to reflect experiences from its use in teaching. This includes a new Part II, The Marketing Appreciation, which contains material on market research, macro-environmental analysis, customer, competitor and internal analysis. There are three new chapters including Industry and Competitive Analysis, and Current Issues and Trends and more substantial coverage of service industries and new technology.

A propos du livre

À propos de l?auteur

MICHAEL J.BAKER was Professor of Marketing at the University of Strathclyde until his retirement in August 1999 where he was Head of the Department of Marketing from its inception in 1971 until 1988. He has also held positions as Dean of the School of Business Administration at Strathclyde, Chairman of the Institute of Marketing and Governor of the CAM foundation. He was the Founding Editor of the Journal of Marketing Management.

Détails de l'édition

• Éditeur: Palgrave Macmillan
• Date d'édition: 2000
• Langue: anglais
• ISBN 10: 0333748565
• ISBN 13: 9780333748565
• Reliure: Broché
• Numéro d'édition: 3
• Nombre de pages: 576
• Coordonnées du fabricant: non disponible
• Personne responsable: Koch-Chemie GmbH; https://www.koch-chemie.com ; ; Einsteinstr. 42; Unna; 59423; Allemagne