The Marketing Book (CIM Professional Development) - Softcover

Softcover

ISBN 10: 0750641142 ISBN 13: 9780750641142

Verlag: Butterworth-Heinemann Ltd, 1999

Inhaltsangabe

This revised fourth edition has several rewritten chapters reflecting current trends and serves as a reference work and textbook for both students and practitioners. It explains the nature of the marketing function, its managerial application and its contribution to corporate success.

Über diesen Titel

Críticas

'[The] continuous evolution of The Marketing Book will ensure that it will continue to occupy an enviable position amongst those volumes seeking to act as a source book for those from outside the confines of marketing and for those readers setting out on a career in marketing.' - Journal of Marketing Management, July 1995 '..this text certainly deserves to be on the desk of anyone who aspires to be a marketing manager, and certainly on the book shelves of anyone who is practising a significant marketing role in their organisation.' - Books for MBAs, April 1996

The Marketing Book is a massive reference work comprehensively covering the key issues in marketing today.
Allianz Global Risk Report 2/2001

Reseña del editor

This fourth edition of the best-selling Marketing Book has been extensively revised, updated and substantially extended. All the original chapters have been reviewed and many of them have been completely rewritten to reflect changes and trends in current marketing thinking and practice.
Professor Michael Baker, with specially commissioned contributions from top UK marketing educators and writers, sets out the scope and nature of the marketing function, its managerial application and its contribution to corporate success. The Marketing Book is an indispensable reference work and textbook for students and practitioners, all over the world. It will be essential reading for those students taking CIM Certificate and Diploma, business studies management and marketing degrees, MBA, DMS, and BTEC Higher National and equivalent courses.

Fourth edition of the best-selling Marketing Book
Fully revised, updated and substantially extended.
All the original chapters have been reviewed and many of them have been completely rewritten to reflect changes and trends in current marketing thinking
and practice

Details zur Ausgabe

• Verlag: Butterworth-Heinemann Ltd
• Erscheinungsdatum: 1999
• Sprache: Englisch
• ISBN 10: 0750641142
• ISBN 13: 9780750641142
• Einband: Tapa blanda
• Anzahl der Seiten: 718
• Herausgeber: Baker Michael J.
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar