The Marketing Book

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.

Author: Michael Baker
Publisher: Routledge
Published: 04/26/2016
Pages: 616
Binding Type: Paperback
Weight: 2.65lbs
Size: 9.70h x 7.50w x 1.50d
ISBN: 9780415703772

About the Author

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