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.
- ISBN10 0333576446
- ISBN13 9780333576441
- Publish Date 27 July 1992 (first published 19 July 1985)
- Publish Status Out of Print
- Out of Print 17 March 2000
- Publish Country GB
- Imprint Palgrave Macmillan
- Edition 2nd Revised edition
- Format Paperback
- Pages 586
- Language English