The new edition of Marketing Strategy and Management brings a classic text up-to-date. Building on its reputation for academic rigor, it retains the traditional functional approach to marketing but incorporates current research and topical examples to encourage students to apply theoretical principles to practical real-world situations.
Also available is a companion website with extra features to accompany the text, please take a look by clicking below -
http://www.palgrave.com/business/baker/index.asp

PART 1: MARKETING STRATEGY
Prologue
Marketing and Competition
Marketing and Corporate Strategy
Principles of Strategic Marketing Planning
Analytical Frameworks for Strategic Marketing Planning
Research for Marketing
PART 2: MARKETING APPRECIATION
Macro-environmental Analysis
Industry and Competitor Analysis
Customer Analysis
Internal (Self) Analysis
Matching - Putting It All Together
Product Differentiation and Market Segmentation
Positioning and Branding
PART 3: MANAGING THE MARKETING MIX
The Marketing Mix
Product Policy and Management
Packaging
Pricing Policy and Management
Distribution and Sales Policy
Promotion Policy and Management
PART 4: IMPLEMENTING MARKETING
Customer Care and Service
Developing a Marketing Culture
The (Short-term) Marketing Plan
Implementation and Control
Current Issues and Future Trends

MICHAEL J. BAKER is eminent in the field of marketing. He founded the Department of Marketing at the University of Strathclyde, UK, in 1971, the first ever Department of Marketing in the UK. He is the founding editor of the Journal of Marketing Management and Journal of Customer Behaviour. He is currently President of the Academy of Marketing. He has supervised over 80 PhD students, 18 of whom are now Professors of Marketing.