Marketing Strategy and Management 5th edition
Michael J. Baker Paperback
9781137025821
£49.99 / $83.00
The fifth edition of Marketing Strategy and Manag Management ement builds upon upon Michael Baker's reputation for f or academic rigor. It retains the traditional, functional (4Ps) approach to marketing but incorporates current research, topical topical examp exa mples les and case cas e studies, encouragi encouraging ng students students to apply theoret theoretical ical principles principles and frameworks to real-world situations. Michael J. Baker is eminent in i n the field fi eld of of marketing. He founded the Department of Marketing Marketing at the University Universi ty of Strathclyde, Strathclyde, UK, in 1971, the first ever Departm D epartment ent of Marketing Marketing in i n the the UK. He is the founding founding editor of the Journal of Marketing Management and Journal of Customer Behaviour and is the former President of the Academy Aca demy of Marketing. Marketing. He has supervised s upervised over 80 PhD students, 18 of whom are a re now Professors of Marketing.
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