The Marketing Book is everything you need to know but were afraid to ask about marketing. Divided into 25 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 professors Michael Baker and Susan Hart 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.
Table of Contents
1. What is Marketing? (Michael J. Baker) 2. Postmodern Marketing: Dead and Buried or Alive and Kicking? (Stephen Brown) 3. Marketing Theory (Lisa O’Malley and Maria Lichrou) 4. The Basics of Marketing Strategy (Robin Wensley) 5. Strategic Marketing Planning: Theory and practice (Malcolm McDonald) 6.Consumer Behaviour (Mark Gabbott and Gill Hogg) 7. Marketing Research (David F. Birks) 8. Qualitative Research (Len Tiu Wright and Rose Wright) 9. Quantitative Methods in Marketing (Steve Baron and Rachel Ashman) 10. Segmentation (Lyndon Simkin) 11. The Marketing Mix (Michael J. Baker) 12.New Product Development (Susan Hart) 13. Pricing (Mark Billige and David Smith) 14. Sales Management (Spiros Gounaris) 15. The roles of brands revisited (Francesca Dall’Olmo Riley) 16.The End of Marketing as Usual: ‘Be Social: Be Digital’ (Jim Hamill) 17. Customer Relationship Management: Strategy and Implementation (Adrian Payne and Pennie Frow) 18. Implementing Strategic Change (Lloyd C. Harris and Kate L. Daunt) 19. Services Marketing Chapter (Toni Hilton) 20.International Marketing (Anne Marie Doherty) 21.Social Marketing (Rebekah Russell-Bennett) 22. Marketing for Nonprofit Organisations (Adrian Sargeant and Ian MacQuillin) 23. Marketing Ethics (Andrea Prothero) 24. Green Marketing (Ken Peattie) 25. Retailing (Leigh Sparks)
Michael J Baker is Emeritus Professor of Marketing at the University of Strathclyde, UK. He founded the Department of Marketing in 1971.
Susan Hart will be Dean of Durham University Business School from July 2016, prior to this she was Dean and Associate Deputy Principal at the University of Strathclyde, UK
‘This is an essential starting point for any student wanting the most comprehensive survey of marketing theory and practice available today. You cannot beat it.’ - Professor Mark Tadajewski, Durham University, UK
‘This is the go-to book of the marketing discipline – comprehensive, thought-provoking and utterly dependable. Its contribution reaches way beyond the business school. As a social marketer, I have worked for many years with colleagues in public health and often think how much they could learn from it. I have in mind not just the finer points of sustained behaviour change which marketers have mastered with such skill and which this text elucidates so well, but also the invaluable insights it provides into the methods of their competitors - what Margaret Chan, Director-General of WHO, calls ‘Big Tobacco, Big Food, Big Soda, and Big Alcohol’ and whose powerful business interests, she reminds us, have to be combatted if public health is to prevail. The Marketing Book is the ideal user-manual for this vital work.’ - Professor Gerard Hastings, The Institute for Social Marketing, University of Stirling, UK
‘Marketing has seen huge changes over the last 20 years with the opportunity from new digital media and technologies which have been enthusiastically adopted by consumers and businesses alike. Yet, the fundamentals of successful marketing remain the same and, for me, The Marketing Book, is the best single source to rapidly learn and return to for the core principles of applied marketing strategy from the leading specialists in the UK.’ - Dr Dave Chaffey. Digital Marketing Strategist, Publisher of digital marketing education site: www.SmartInsights.com and co-author: Emarketing Excellence: Planning and Optimizing your Digital Marketing (also by Routledge)