The Marketing Book

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.

Readership

Marketing faculty Graduate students in all areas of Marketing CIM diploma level students (recommended text) and some member sales
Contents

Preface; One more time - what is marketing? (Michael Baker); Postmodern marketing (Stephen Brown); Relationship marketing (Lisa O'Malley and Caroline Tynan); The basics of marketing strategy (Robin Wensley); Strategic marketing planning (Malcolm McDonald); Consumer decision making (Gordon R. Foxall); Business-to-business marketing (Peter W. Turnbull and Sheena Leek); Marketing research (John Webb); Quantitiative methods in marketing (Luiz Mouthino and Arthur Meidan); Market segmentation (Martin Evans); Managing the marketing mix (Peter Doyle); New product development (Susan Hart); Pricing (Adamantios Diamantopoulos); Selling and sales management (Bill Donaldson); Branding (Leslie de Chernatony); Integrated marketing communications (Tony Yeshin); Promotion (Keith Crosier); Sales promotion (Sue and Ken Peattie); Customer relationship management (Martin Christopher and Adrian Payne); Controlling marketing and the measurement of marketing effectiveness (Keith Ward); Marketing implementation, organizational change and internal marketing strategy (Nigel F. Piercy); Direct marketing (Graeme McCorkell); The marketing of services (Adrian Palmer); International marketing (Stanley J. Paliwoda); e-Marketing (Dave Chaffey); Cause-related marketing (Sue Adkins); Social marketing (Lynn MacFadyen, Martine Stead and Gerard Hastings); Green marketing (Ken Peattie and Martin Charter); Marketing for small-to-medium enterprises (David Carson); Retailing (Peter J. McGoldrick).