000			01753nam a22002297a 4500
003			JGU
005			20240828144616.0
008			240812b |||||||| |||| 00| 0 eng d
020			_a9780415703772 _qpbk.
040			_beng _cJGU
041			_aeng
245			_aThe marketing book / _cedited by Michael J. Baker and Susan Hart.
250			_a7th ed.
260			_aOxon : _bRoutledge, _c2016.
520			_a"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."--
650			_aMarketing.
700	1		_aBaker, Michael J., _eeditor _9153056
700	1		_aHart, Susan, _eeditor _9269315
999			_c3093060 _d3093060