Transcription of The Marketing Book
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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.
Designs and Patents Act 1988 No part of this publication may be reproduced in any material form (including ... Value-based marketing 291 The marketing mix and shareholder value 294 Making marketing mix decisions 298 Summary 311 References 312 Further reading 313 12 New product development 314
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