The Marketing Book: Published in Association with the Chartered Institute of Marketing CIM Professional Development Series - Couverture souple

Couverture souple

ISBN 10 : 0750620226 ISBN 13 : 9780750620222

Editeur : Butterworth-Heinemann Ltd, 1994

Synopsis

This third edition of the best-selling Marketing Book has been extensively revised, updated and substantially extended. All the original chapters have been reviewed and many of them have been completely rewritten to reflect changes and trends in current marketing thinking and practice.

In addition, a number of completely new chapters have been added, namely: * Strategic Marketing Planning: A review of concepts and their applications - Malcolm McDonald and Linden Brown * Market Segmentation - Martin Evans * Sales Promotion - Sue and Ken Peattie * Green Marketing - Ken Peattie and Martin Charter The authoritative Chartered Institute of Marketing handbook, under the editorship of Professor Michael Baker, and with specially commissioned contributions from top UK marketing educators and writers, sets out the scope and nature of the marketing function, its managerial application and its contribution to corporate success. The Marketing Book is an indispensable reference work and textbook for students and practitioners, all over the world. It will be essential reading for those students taking CIM Certificate and Diploma, business studies management and marketing degrees, MBA, DMS, and BTEC Higher National and equivalent courses. - Connections, December 1994
third edition of the best-selling Marketing Book
revised, updated and substantially extended.
all the original chapters have been reviewed and many of them have been completely rewritten to reflect changes and trends in current marketing thinking
and practice

A propos du livre

Présentation de l'éditeur

The 6th edition of the best-selling Marketing Book has been extensively updated to reflect changes and trends in current marketing thinking and practice.

Taking into account the emergence of new subjects and new authorities, Michael Baker and the new co-editor Susan Hart have overhauled the contents and contributor lists of the previous edition to ensure this volume addresses all the necessary themes for the modern marketer.

In particular, the 'Marketing Book' now looks at broader range of international issues with a broader group of international contributors. Based, as in previous editions, on seminal articles form 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 students of marketing.

Détails de l'édition

• Éditeur: Butterworth-Heinemann Ltd
• Date d'édition: 1994
• Langue: anglais
• ISBN 10: 0750620226
• ISBN 13: 9780750620222
• Reliure: Broché
• Numéro d'édition: 3
• Nombre de pages: 740
• Éditeur: Baker Michael J.
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible