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Marketing Strategy and Management

  • Textbook
  • © 1992

Overview

Authors:
  1. Michael J. Baker
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Table of contents (22 chapters)

  1. Front Matter

    Pages i-xxv
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  2. Marketing Strategy

    1. Front Matter

      Pages 1-1
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    2. Prologue

      • Michael J. Baker
      Pages 3-14

    3. Marketing and Competition

      • Michael J. Baker
      Pages 15-43

    4. Marketing and Corporate Strategy

      • Michael J. Baker
      Pages 44-66

    5. Principles of Strategic Marketing Planning

      • Michael J. Baker
      Pages 67-97

    6. Analytical Frameworks for Strategic Marketing Planning

      • Michael J. Baker
      Pages 98-138

    7. The Marketing Environment

      • Michael J. Baker
      Pages 139-162

    8. Buyer Behaviour

      • Michael J. Baker
      Pages 163-187

    9. Market Segmentation

      • Michael J. Baker
      Pages 188-217

    10. Positioning

      • Michael J. Baker
      Pages 218-240

    11. Situation Analysis: The Marketing Audit

      • Michael J. Baker
      Pages 241-259

    12. The Marketing Mix

      • Michael J. Baker
      Pages 260-276

  3. Managing the Market Function

    1. Front Matter

      Pages 277-277
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    2. Marketing Research

      • Michael J. Baker
      Pages 279-312

    3. Product1 Policy

      • Michael J. Baker
      Pages 313-347

    4. Packaging

      • Michael J. Baker
      Pages 348-359

    5. Pricing Policy and Management

      • Michael J. Baker
      Pages 360-384

    6. Distribution and Sales Policy

      • Michael J. Baker
      Pages 385-407

    7. Promotion Policy and Management

      • Michael J. Baker
      Pages 408-434
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Keywords

About this book

This fully revised and updated edition of Michael Baker's successful text for the advanced student who has completed a basic marketing course or for the more experienced practitioner with a working knowledge of the subject. The first part of the book is concerned with the role and nature of marketing strategy and strategic marketing planning, while the remainder is concerned with the policy issues involved with the management of the marketing mix.

About the author

Michael 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. He has supervised over 80 PhD students, 18 of whom are now Professors of Marketing.

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