The Marketing Book
The Marketing Book by Michael J. Baker, published by Routledge in 2016, is a comprehensive resource that covers essential aspects of marketing theory and practice. This seventh edition spans 655 pages and is designed to serve both students and professionals, featuring contributions from various experts in the field. The book is structured into 25 chapters, addressing topics such as planning, strategy, branding, and marketing for small to medium enterprises.
Readers will find a modular approach that presents information in a clear and concise manner, complemented by diagrams and examples for easier understanding. The latest edition includes new chapters and updated content on direct, data, digital, and social marketing, ensuring that it reflects current trends and practices. This resource is particularly useful for those pursuing CIM qualifications, as well as marketing practitioners seeking a reliable reference for their inquiries.
Official synopsis Publisher
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.
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.
Publisher
Topics
FAQ
What is “The Marketing Book” about?
Who is the author of “The Marketing Book”?
When was “The Marketing Book” published?
What is the ISBN for “The Marketing Book”?
What are the book details (language, pages, edition)?
