Summary

Extensively updated to reflect changes and trends in current marketing thinking and practice, this fifth edition aims to be a comprehensive guide to modern marketing thought and practice, and takes 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. The text now broaches 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 and retailing.