Free Marketing and Sales Books Download THE MARKETING BOOK MICHAEL J. BAKER

 Butterworth-Heinemann 

An imprint of Elsevier Science 

Linacre House, Jordan Hill, Oxford OX2 8DP 

200 Wheeler Road, Burlington MA 01803 

First published 1987 

Reprinted 1987, 1990 (twice) 

Second edition, 1991 

Reprinted 1992, 1993 

Third edition, 1994 

Reprinted 1995, 1997 

Fourth edition 1999 

Reprinted 2000, 2001 

Fifth edition, 2003 Copyright © 2003 Michael Baker. All rights reserved Copyright © 2003 contributors of individual chapters. All rights reserved

 The right of Michael Baker and the individual contributors to be identified as the authors of this work has been asserted in accordance with the Copyright, Designs and Patents Act 1988 

No part of this publication may be reproduced in any material form (including photocopying or storing in any medium by electronic means and whether or not transiently or incidentally to some other use of this publication) without the written permission of the copyright holder except in accordance with the provisions of the Copyright, Designs and Patents Act 1988 or under the terms of a licence issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London, England W1T 4LP. Applications for the copyright holder’s written permission to reproduce any part of this publication should be addressed to the publisher

 British Library Cataloguing in Publication Data 

A catalogue record for this book is available from the British Library 

Library of Congress Cataloguing in Publication Data 

A catalogue record for this book is available from the Library of Congress

 ISBN 0 7506 5536 4

For information on all Butterworth-Heinemann publications visit our website at: www.bh.com

 Composition by Genesis Typesetting, Rochester, Kent Printed and bound in Great Britain

Contents

 List of illustrations xv 

List of tables xix 

List of contributors xxiii 

Preface to the fifth edition xxxiii

Part One Organization and Planning for Marketing 1

 1 One more time – what is marketing 3

 Michael J. Baker Introduction 3 

Marketing as a managerial orientation 4 

Marketing myopia – a watershed 5 

Life cycles and evolution 7 

Marketing misunderstood 8 

The marketing function 9 

Relationship 

marketing 11 

Summary 14 

References 15 

Further reading 15 

2 Postmodern marketing: everything must go! 16 

Stephen Brown 

Grand opening offer 16 

No down payment 17 

Money back guarantee 18 

Batteries not included 19 

Limited time only 22 

One careful owner 24 

This way up 25 

Open other side 27 

Closing down sale 28 

References 29 

Further reading 30

And 875 Pages...ect

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