- Paperback: 718 pages
- Publisher: A Butterworth-Heinemann Title; 4 edition (5 May 1999)
- Language English
- ISBN-10: 0750641142
- ISBN-13: 978-0750641142
- Product Dimensions: 24.6 x 19 x 4.2 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (2 customer reviews)
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Amazon Bestsellers Rank:
1,390,277 in Books (See Top 100 in Books)
- #100 in Books > Study Books > Professional > Business & Management > CIM
- See Complete Table of Contents
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Product Description
Amazon.co.uk Review
Anything that calls itself The Marketing Book needs to be the "everything you needed to know but were afraid to ask" of marketing. Luckily the fourth edition of this marketers' bible is just that. Divided into four parts and 30 chapters, each written by an expert in their particular field, it's a crash course in marketing theory and practice. From planning, strategy and research through to getting the marketing mix right, branding, promotions and even marketing for small to medium enterprises.
Part of the Chartered Institute of Marketing / Butterworth-Heinemann textbook series, it's primarily designed for marketing students, but is also invaluable for practitioners due to its modular approach. Each chapter is set out in a clean and concise way with plenty of diagrams and examples, so that you don't have to dig down deep to get the information you need. There are several new topics in this new edition reflecting the changes in marketing practice that have taken place over the last five years. Particularly interesting is the chapter on Marketing and the Internet, which is a great introduction to the different approaches needed for this new medium. Other new chapters deal with product development, marketing of services and social marketing on the special challenges of marketing lifestyle changes such as public awareness campaigns on racism and the AIDS adverts of the 80s. A well laid-out and informative text. --Kristen Bowditch
Review
'[The] continuous evolution of The Marketing Book will ensure that it will continue to occupy an enviable position amongst those volumes seeking to act as a source book for those from outside the confines of marketing and for those readers setting out on a career in marketing.' - Journal of Marketing Management, July 1995 '..this text certainly deserves to be on the desk of anyone who aspires to be a marketing manager, and certainly on the book shelves of anyone who is practising a significant marketing role in their organisation.' - Books for MBAs, April 1996
The Marketing Book is a massive reference work comprehensively covering the key issues in marketing today.
Allianz Global Risk Report 2/2001
The Marketing Book is a massive reference work comprehensively covering the key issues in marketing today.
Allianz Global Risk Report 2/2001
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Customer Reviews
Most Helpful Customer Reviews
8 of 9 people found the following review helpful
Format:Paperback
The Marketing Book is now one of the leading texts and references used by students all over the world. Covering key contemporary issues in marketing, it gives the best overview currently available on marketing.
Edited by Michael Baker, Professor of Marketing at the University of Strathclyde Business School and the UK's most important and influential marketing thinker, this rigorously revised, updated and substantially extended fourth edition now contains articles on Marketing and the Internet, Social Marketing, Marketing of Services and other issues. All the original chapters have been reworked and many of them have been completely rewritten to reflect changes and trends in current marketing thinking and practice.
The book's 30 chapters highlight the quality, breadth and depth of the ideas from the best minds in modern marketing education. Professor Michael Baker, and with specially commissioned contributions from top UK marketing educators and writers, sets out the scope and nature of contemporary marketing, its managerial application and its contribution to corporate success. Its list of contributors constitutes a virtual who's who of UK marketing experts today.
The Marketing Book is an indispensable reference work and textbook for students and practitioners, all over the world. This textbook is essential reading for those students taking the Chartered Institute of Marketing's Certificate and Diploma examinations, as well as business studies, management, marketing, MBA, DMS, and BTEC Higher National courses. Being an invaluable resource to practitioners-especially those taking executive courses in marketing or pursuing Continuous Professional Development-it deserves to be on the desk of anyone who aspires to be a marketing manager, and certainly on the bookshelves of anyone who is practising a significant marketing role in their organisation.
The author of over 30 books on marketing, Professor Baker is also President of the Academy of Marketing, Dean of the Chartered Institute of Marketing's Academic Senate and founding Editor of the Journal of Marketing Management.
Format:Paperback
Must have book for every marketer. Essential book for writing dissertation within marketing area. Highly recommend it!
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
2 reviews
0 of 1 people found the following review helpful
it was ok
6 Oct 2009
Format:Hardcover|Amazon Verified Purchase
a good book, well priced. it could not have been though, i was drunk when i purchased and it just happened to be authoritative enough to make the generalist statements i needed. pity its 20 years out of date though:(
got here surprisingly quickly.
got here surprisingly quickly.
4 of 8 people found the following review helpful
gives the best overview currently available on marketing
6 Aug 1999
Format:Paperback
The Marketing Book is now one of the leading texts and references used by students all over the world. Covering key contemporary issues in marketing, it gives the best overview currently available on marketing.
Edited by Michael Baker, Professor of Marketing at the University of Strathclyde Business School and the UK's most important and influential marketing thinker, this rigorously revised, updated and substantially extended fourth edition now contains articles on Marketing and the Internet, Social Marketing, Marketing of Services and other issues. All the original chapters have been reworked and many of them have been completely rewritten to reflect changes and trends in current marketing thinking and practice.
The book's 30 chapters highlight the quality, breadth and depth of the ideas from the best minds in modern marketing education. Professor Michael Baker, and with specially commissioned contributions from top UK marketing educators and writers, sets out the scope and nature of contemporary marketing, its managerial application and its contribution to corporate success. Its list of contributors constitutes a virtual who's who of UK marketing experts today.
The Marketing Book is an indispensable reference work and textbook for students and practitioners, all over the world. This textbook is essential reading for those students taking the Chartered Institute of Marketing's Certificate and Diploma examinations, as well as business studies, management, marketing, MBA, DMS, and BTEC Higher National courses. Being an invaluable resource to practitioners-especially those taking executive courses in marketing or pursuing Continuous Professional Development-it deserves to be on the desk of anyone who aspires to be a marketing manager, and certainly on the bookshelves of anyone who is practising a significant marketing role in their organisation.
The author of over 30 books on marketing, Professor Baker is also President of the Academy of Marketing, Dean of the Chartered Institute of Marketing's Academic Senate and founding Editor of the Journal of Marketing Management.
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