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Marketing Book (Revised) (Paperback)

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About this item

The Marketing Book is everything you need to know but were afraid to ask about marketing. Divided into 30 chapters, each written by an expert in their 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.

This classic reference from renowned professor Michael Baker was designed for student use, especially for professionals taking their CIM qualifications. Nevertheless, it 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 for the information you need. Much of this long-awaited seventh edition contains brand new chapters and a new selection of experts to bring you bang up to date with the latest in marketing thought. Also included are brand new content in direct, data and digital marketing, and social marketing.

If you're a marketing student or practitioner with a question, this book should be the first place you look.

Edition: Revised
Number of Pages: 655
Genre: Business + Money Management
Sub-Genre: Marketing / General
Format: Paperback
Publisher: Taylor & Francis
Language: English
Street Date: April 22, 2016
TCIN: 51133348
UPC: 9780415703772
Item Number (DPCI): 248-16-1661
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