Marketing Strategy and Management

"There is no question that this book is a tour de force of Marketing Strategy content, covering a considerable breadth and depth of material. It is well-structured, thoughtfully presented, instructively written and critically-evaluative. For the reader who wants to think about the complex, analytical and social processes of managing the strategic direction of the organisation, this book provides a comprehensive, instructive and reflective means from which to engage with the hows and whys of managing marketing strategy creation. No marketing student, practitioner or academic should be without it." - Dr. Lee Quinn, Director of Studies BA(Hons) Marketing, University of Liverpool, UK

The fifth edition of Marketing Strategy and Management builds upon Michael Baker's reputation for academic rigor. It retains the traditional, functional (4Ps) approach to marketing but incorporates current research, topical examples and case studies, encouraging students to apply theoretical principles and frameworks to real-world situations.The fifth edition of Marketing Strategy and Management builds upon Michael Baker's reputation for academic rigor. It retains the traditional, functional (4Ps) approach to marketing but incorporates current research, topical examples and case studies, encouraging students to apply theoretical principles and frameworks to real-world situations.