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. All rights reservedThe right of Michael Baker and the individual contributors to be identifiedas the authors of this work has been asserted in accordance with the Copyright,Designs and Patents Act 1988No part of this publication may be reproduced in any material form (includingphotocopying or storing in any medium by electronic means and whetheror not transiently or incidentally to some other use of this publication) withoutthe written permission of t

11 Managing the marketing mix 287 Peter Doyle Introduction 287 The traditional approach to the marketing mix 288 The accounting approach to the marketing mix 289 ... The greening of marketing strategy 734 Competitive advantage and the environment 735 The green consumer 736 Eco-performance 738 Going green – the philosophical challenge 739.

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