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This is a major revision of Michael Baker's "Marketing Strategy and Management". Retaining its in-depth and analytical approach, the third edition pays particular attention to the implementation of strategy in practice, including the business to business, service, international and social and public sectors. This edition has been re-organised to reflect experiences from its use in teaching. This includes a new Part II, The Marketing Appreciation, which contains material on market research, macro-environmental analysis, customer, competitor and internal analysis. There are three new chapters including Industry and Competitive Analysis, and Current Issues and Trends and more substantial coverage of service industries and new technology.