The Marketing Book, Fifth Edition by Michael Baker

By Michael Baker

A superb e-book, good priced. it can now not were although, i used to be under the influence of alcohol whilst i bought and it simply occurred to be authoritative sufficient to make the generalist statements i wished. pity its twenty years outdated though:(

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Sample text

The marketing function From the foregoing it is clear that without commitment to the concept there is little likelihood that the marketing function will be executed effectively. It is also clear that the size and nature of the marketing function will vary enormously according to the nature of the company or organization and the markets which it serves. Basically, the marketing function is responsible for the management of the marketing mix which, at its simplest, is summarized by the four Ps of product, price, place and promotion.

In the case of escalation, modification of the original takes place at or near the point of inflection and ‘. . a new logistic curve rises phoenix-like on the ashes of the old’. In other words, the cell modifies itself so that it can prosper and survive despite the constraints which had impeded its immediate predecessor. In marketing, such a phenomenon is apparent in a strategy of product rejuvenation in which either new uses or new customers are found to revitalize demand. In many cases, however, it is not possible to ‘raise the ceiling’ through modification and the cell, or whatever, will begin to oscillate wildly in an attempt to avoid the inevitable (the ‘hausse’ in the economic cycle which precedes crisis and depression).

He was previously Professor and Chair of Marketing at the University of Calgary, Alberta, Canada. He continues to be Visiting Professor in Marketing at the Warsaw School of Economics, Poland. He has a master’s degree from Bradford University, a PhD from Cranfield and was previously with the University of Manchester Institute of Science and Technology. His interests are primarily in international marketing focusing on market entry strategy, business-to-business marketing strategy and marketing relationship management.

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