The Marketing Book
- ISBN-10
- 041570376X
- ISBN-13
- 9780415703765
- Series
- The Marketing Book
- Category
- Marketing
- Pages
- 616
- Language
- English
- Published
- 2016-03-23
- Publisher
- Routledge
- Authors
- Susan Hart, Michael J. Baker
Description
The Marketing Bookis 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.
Get the book
Other editions
Similar books
-
التأثير: علم نفس الإقناع: Influence: The Psychology of Persuasion, Revised Edition
By Robert B. Cialdiniالتأثير, الكتاب الكلاسيكي حول عملية الإقناع, يشرح مبادئ علم النفس التي تقف وراء قول الناس «نعم» لأي طلب كان, كما يشرح كيفية تطبيق فهم هذه المبادئ. الدكتور روبرت سيالديني مدرّس...
-
The Smart Marketing Book: The Definitive Guide to Effective Marketing Strategies
By Dan WhiteThe Smart Marketing Book is a practical, reliable and concise title that offers the core marketing principles - applicable for anyone who wishes to improve their organization's financial and creative values.
-
Marketing: The Basics
By Karl Moore, Niketh PareekThe books addresses the following areas: *what is marketing *marketing as part of the firm's corporate strategy *the marketing mix, the 5 ps - product, pricing, promotion, place and people * STP - segmentation, targeting and positioning ...
-
The B2B Social Media Book: Become a Marketing Superstar by Generating Leads with Blogging, LinkedIn, Twitter, Facebook, Email, and More
By Jeffrey L. Cohen, Kipp BodnarThis book serves as the definitive reference for B2B marketers looking to master social media and take their career to the next level.
-
التفكير اللماح عن طرفة عين
By مالكولم غلادويلالتفكير اللماح عن طرفة عين
-
The Marketing Book for Growing Companies that Want to Excel
By Theodore Cohn, Roy A. LindbergThe Marketing Book for Growing Companies that Want to Excel
-
The Irresistible Offer: How to Sell Your Product or Service in 3 Seconds or Less
By Mark JoynerThis is the first breakthrough in over fifty years." —Dr. Joe Vitale, author of The Attractor Factor "If I had to choose one modern marketing genius to learn from, it would be Mark Joyner.
-
The Marketing Book
By Michael Baker, Susan HartFarrington, C. (2004) The language barrier, FT creative business, 1, June, 15. Feder, R. A. (1965) How to measure marketing performance, Harvard Business Review, 43, May–June, 132–142. Fisher, R. J., Maltz, E. and Jaworski, B. J. (1997) ...
-
The Marketing Book
By Michael J. BakerWhile the subject of branding has appeared in every edition of the Marketing Book, Chapter 15 is completely new as a result of a change in authorship. For this edition Leslie de Chernatony has taken over from Peter Doyle.
-
Buyer Personas: How to Gain Insight into your Customers Expectations, Align your Marketing Strategies, and Win More Business
By Adele RevellaAdele Revella provides a powerful methodology to understand customers. This book is an important contribution to the marketing literature. Highly recommended." —S.