Marketing strategy and management af Michael J. Baker (Bog)

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.

This is the first advanced text on marketing strategy and management by a British author. Building upon Marketing: An Introductory Text (4th edition) and Marketing: Theory and Practice (2nd edition), it provides a comprehensive review and analysis of the nature of marketing strategy and its effective translation into operational policies and plans. The book covers the requirements of the final professional examinations of the Institute of Marketing and CAM Foundation as well as most MBA and postgraduate marketing courses.