A01=Michael J. Baker
Author_Michael J. Baker
brand
branding
Category=KJS
communication
design
Distribution
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
globalization
management
market segmentation
marketing
pricing
reputation
strategic marketing
Product details
- ISBN 9781137025821
- Weight: 1340g
- Dimensions: 204 x 278mm
- Publication Date: 05 Dec 2014
- Publisher: Bloomsbury Publishing PLC
- Publication City/Country: GB
- Product Form: Paperback
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The fifth edition of Marketing Strategy and Management builds upon Michael Baker's reputation for academic rigor. It retains the traditional, functional (4Ps) approach to marketing but incorporates current research, topical examples and case studies, encouraging students to apply theoretical principles and frameworks to real-world situations.
Michael J. Baker is eminent in the field of marketing. He founded the Department of Marketing at the University of Strathclyde, UK, in 1971, the first ever Department of Marketing in the UK. He is the founding editor of the Journal of Marketing Management and Journal of Customer Behaviour and is the former President of the Academy of Marketing. He has supervised over 80 PhD students, 18 of whom are now Professors of Marketing.
