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The Marketing Book

Michael J. Baker. The Marketing Book Authors:Michael J. Baker.
Publisher:Butterworth-Heinemann
Year:2003
Serie:
Pages:834
Sizes:190x250
Price:1680 rub.
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Book Summary:
This fifth edition of the best-selling Marketing Book has been extensively updated to reflect changes and trends in current marketing thinking and practice. Taking into account the emergence of new subjects and new authorities, Michael Baker has overhauled the contents and contributor lists of the previous edition to ensure this volume addresses all the necessary themes for the modern marketer. In particular, the 'Marketing Book' now broaches the following 'new' topics: Channel management - management of the supply chain; Customer Relationship Management; Direct marketing; E-marketing; Integrated marketing communications; measurement of marketing effectiveness; Postmodern and retro-marketing; Relationship marketing; Retailing. Like its predecessors, the 'Marketing Book 5th edition' is bursting with salient articles from some of the best known academics in the field. It amounts to an all-embracing one-volume...

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