TY  - BOOK
AU  - Baker, Michael J.(Editor)
TI  - The Marketing Book
T2  - The marketing series 
SN  - 9788176490931 
U1  - 658.8 
PY  - 1999///, 2000
CY  - New Delhi, Oxford : 
PB  - Vikas Publishing House, Butterworth Heinemann
KW  - Marketing - Manuals
N1  - Including Index; 1. One more time - what is marketing?--
2. The basics of marketing strategy.--
3. Strategic marketing planning theory and practice.--
4. Environmental scanning.--
5. Consumer decision making : process, involvement and style.--
6. Business-to-business marketing : organizational buying behaviour, relationships.--
7. Marketing research.--
8. Quantitative methods in marketing.--
9. Market segmentation.--
10. The evolution and use of communication and information technology in marketing.--
11. Developing marketing information capabilities.--
12. Managing the marketing mix.--
13. New product development.--
14. Pricing.--
15. Selling and sales management.--
16. Branding.--
17. Promotion.--
18. Sales promotion.--
19. Customer service and logistics strategy.--
20. Controlling marketing.--
21. Marketing implementation, organizational change and internal marketing strategy.--
22. Organizational marketing.--
23. International marketing - the issues.--
24. Marketing for non-profit organizations.--
25. Social marketing.--
26. Green marketing.--
27. Marketing for small-to-medium enterprises.--
28. Retailing.--
29. The marketing of services.--
30. The internet : the direct route to growth and development
N2  - This fourth 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. 


Professor Michael Baker, 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. 

Fourth edition of the best-selling Marketing Book 
Fully 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
ER  -