Marketing Strategy and Management
Description
This is a new edition, fully revised and updated, 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.
Keywords
Business strategySales & marketing management
1992Book
Author(s)Michael J. Baker
PublisherMacmillan
ISBN9780333576434
LanguageEnglish
