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Marketing in Evolution
This book honours the contributions of Professor Michael J. Baker to marketing thought and practise in his twenty-fifth year as a Professor of Marketing at the University of Strathclyde and in the 25th year of Strathclyde University's Department of Marketing, which he founded. It contains a series of essays by distinguished colleagues of Michael, addressing the theme of evolution of marketing thought and practice. Contributions examine the nature of modern marketing in relation to international business, channel management, innovation and marketing education.
The Marketing Book
The Marketing Book is everything you need to know but were afraid to ask about marketing. Divided into 25 chapters, each written by an expert in their field, it's a crash course in marketing theory and practice. From planning, strategy and research through to getting the marketing mix right, branding, promotions and even marketing for small to medium enterprises. This classic reference from renowned professors Michael Baker and Susan Hart was designed for student use, especially for professionals taking their CIM qualifications. Nevertheless, it is also invaluable for practitioners due to its modular approach. Each chapter is set out in a clean and concise way with plenty of diagrams and examples, so that you don't have to dig for the information you need. Much of this long-awaited seventh edition contains brand new chapters and a new selection of experts to bring you bang up to date with the latest in marketing thought. Also included are brand new content in direct, data and digital marketing, and social marketing. If you're a marketing student or practitioner with a question, this book should be the first place you look.
Marketing Strategy and Management
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.
Marketing
Michael Baker's contribution to marketing has been outstanding. The new edition of this classic text is an exceptional achievement.' - Peter Doyle, Professor of Marketing and Strategic Management, Warwick Business School
Product Strategy and Management
This is a review and analysis of the issues involved in managing products through their life cycle. The work has a managerial orientation and will be ideal for students of marketing, business studies and product development courses.
Marketing
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Dialogue, Argumentation and Education
This book presents the historical, theoretical and empirical foundations of educational practices involving dialogue and argumentation.
The Marketing Manual
The Marketing Manual is a step-by-step guide to solving your marketing problem. Through questions, practical examples and mini-case studies, this book demonstrates how to prepare your marketing plan. The Marketing Manual addresses the 3 fundamental questions facing the business planner: *where are we now? *where do we want to go? *how do we get there? The workbook elaborates on these essential questions helping you to address your own marketing problem and work through to the preparation of an operational marketing plan.
Product Strategy and Management
This is a review and analysis of the issues involved in managing products through their life cycle. The work has a managerial orientation and will be ideal for students of marketing, business studies and product development courses.
Structural Reliability Theory and Its Applications
Structural reliability theory is concerned with the rational treatment of uncertainties in struc tural engineering and with the methods for assessing the safety and serviceability of civil en gineering and other structures. It is a subject which has grown rapidly during the last decade and has evolved from being a topic for academic research to a set of well-developed or develop ing methodologies with a wide range of practical applications. Uncertainties exist in most areas of civil and structural engineeri'1.g and rational design decisions cannot be made without modelling them and taking them into account. Many structural en gineers are shielded from having to think about such problems, at ...
