000			01861nam a2200169Ia 4500
999			_c2466 _d2466
008			201214s9999||||xx |||||||||||||| ||und||
020			_a9781137025821
082			_a658.8
100			_aM. Baker
245		0	_aMarketing Strategy and Management / _cMichael John Baker
250			_a5th ed.
260			_bRed Globe Press; MacMillan Education UK, _c2014.  _aLondon, United Kingdom:
300			_axiii, 545 p. : ill. ; 28 cm.
505			_aPART I: MARKETING STRATEGY 1.- 1. Overview and Executive Summary.- 2. Marketing and Corporate Strategy.- 3. Marketing and Competition.- 4. Principles of Strategic Marketing Planning.- 5. Analytical Frameworks for Strategic Marketing.- 6. Marketing Intelligence Research for Marketing.- PART II: THE MARKETING APPRECIATION.- 7. Macro-environmental Analysis.- 8. Customer Analysis.- 9. Industry and Competitor Analysis.- 10. Internal (Self) Analysis.- 11. Matching - Putting it All Together.- 12. Market Segmentation.- PART III: MANAGING THE MARKETING MIX.- 13. The Marketing Mix.- 14. Product Service Policy and Management.- 15. Packaging and Design.- 16. Pricing Policy and Management.- 17. Distribution and Sales Policy.- 18. Integrated Marketing Communications.- 19. Branding.- PART IV: IMPLEMENTING MARKETING.- 20. Marketing in a Foreign Environment and Globalisation.- 21. Customer Care and Service.- 22. Developing a Marketing Culture.- 23. The (Short-term) Marketing Plan.- 24. Implementation and Control.- 25. Transformational Marketing.
520			_aThe 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.
942			_2ddc