The Marketing Book

The Marketing Book

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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.When Philip Kotler, the well-known marketing professor, at the age of 70 gave a guest lecture for us, we offered him a tour on Olaa#39;s H-D. He got excited and gave yet ... formation (Kotler, 1984). Booms and Bitner (1981) suggested the 7Ps.

Title:The Marketing Book
Author:Michael Baker, Susan Hart
Publisher:Routledge - 2008-09-10


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