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The Marketing Book
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The fifth edition of The Marketing Book is a testimony to both the continuing demand for an
authoritative overview of the marketing discipline and the constantly changing nature of its subject
matter. First published in 1987 to coincide with the Editor’s appointment as the first academic
National Chairman of the Institute of Marketing, the original concept was:
To produce an authoritative handbook setting out the scope and nature of the marketing function, its
managerial applications and its contribution to corporate success.
To implement this concept, contributing authors were advised: ‘The Marketing Book should serve as
first point of reference for experienced practitioners and managers from other functions, and as an
introduction to those embarking on a career in marketing. In short, the kind of book which every
member and student of the Chartered Institute of Marketing will find relevant and useful.’
The fact that the book has been continuously in print for 15 years and is now in its fifth edition
is clear evidence that there is a continuing need for such a publication
MICHAEL J. BAKER - Personal Name
5th Edition
0 7506 5536 4
NONE
The Marketing Book
Makerting
English
Butterworth-Heinemann
2003
Londn
1-875
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