The Marketing Book (CIM Professional Development) - Softcover

'[The] continuous evolution of The Marketing Book will ensure that it will continue to occupy an enviable position amongst those volumes seeking to act as a source book for those from outside the confines of marketing and for those readers setting out on a career in marketing.' - Journal of Marketing Management, July 1995 '..this text certainly deserves to be on the desk of anyone who aspires to be a marketing manager, and certainly on the book shelves of anyone who is practising a significant marketing role in their organisation.' - Books for MBAs, April 1996

The Marketing Book is a massive reference work comprehensively covering the key issues in marketing today.
Allianz Global Risk Report 2/2001

This fourth edition of the best-selling Marketing Book has been extensively revised, updated and substantially extended. All the original chapters have been reviewed and many of them have been completely rewritten to reflect changes and trends in current marketing thinking and practice.
Professor Michael Baker, with specially commissioned contributions from top UK marketing educators and writers, sets out the scope and nature of the marketing function, its managerial application and its contribution to corporate success. The Marketing Book is an indispensable reference work and textbook for students and practitioners, all over the world. It will be essential reading for those students taking CIM Certificate and Diploma, business studies management and marketing degrees, MBA, DMS, and BTEC Higher National and equivalent courses.

Fourth edition of the best-selling Marketing Book
Fully revised, updated and substantially extended.
All the original chapters have been reviewed and many of them have been completely rewritten to reflect changes and trends in current marketing thinking
and practice