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The Marketing Book

The Marketing BookThis Page Intentionally Left BlankThe Marketing BookFifth EditionEdited byMICHAEL J. BAKEROXFORDAMSTERDAMBOSTON LONDON NEW YORK PARISSAN DIEGOSAN FRANCISCO SINGAPORE SYDNEY TOKYOB utterworth-HeinemannAn imprint of Elsevier ScienceLinacre House, Jordan Hill, Oxford OX2 8DP200 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 reservedCopyright 2003 contributors of individual chapters.

Models of relationship development 40 Critique and emerging issues 44 Conclusion 47 References 48 4 The basics of marketing strategy 53 Robin Wensley Strategy: from formulation to implementation 53 The nature of the competitive market environment 55 The codification of marketing strategy analysis in terms of three strategies, four boxes and ...

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