商品詳細

Michael Baker's contribution to marketing has been outstanding. The new edition of this classic text is an exceptional achievement.' - Peter Doyle, Professor of Marketing and Strategic Management, Warwick Business School;The enigma of marketing is that it is one of human kind's oldest activities and yet is widely regarded as the most recent of business disciplines. This new edition of Marketing: An Introductory Text again confirms Michael J. Baker's book as the best-known and most widely read British textbook on the subject. The book has been revised and adapted in response to changes in teaching and new developments in research, with many new sections including: * relationship marketing * ethics in marketing * green marketing * total quality management * public relations * customer care;With twenty five years of publishing history behind it, Marketing: An Introductory Text remains the most rigorous and readable overview of the nature and scope of the discipline and its application for all students new to the subject.