This third 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.


In addition, a number of completely new chapters have been added, namely: * Strategic Marketing Planning: A review of concepts and their applications - Malcolm McDonald and Linden Brown * Market Segmentation - Martin Evans * Sales Promotion - Sue and Ken Peattie * Green Marketing - Ken Peattie and Martin Charter The authoritative Chartered Institute of Marketing handbook, under the editorship of Professor Michael Baker, and 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. - Connections, December 1994

third edition of the best-selling Marketing Book
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