The text provides information on the core elements of the subject of marketing without the depth that often surrounds these to ensure that the basic concepts ar

The overall success of an organization is dependent on how marketing is able to inform strategy and maintain an operational focus on market needs. With an array

"No doubt about it, marketing is really changing. Marketing today is: Very strategic-customer-centricity is now a core organizational value. Practiced virtually

The healthcare sector has never been under as much pressure as it is today. This pressure has motivated organizations to reinvent themselves, forcing management

The fifth edition of Marketing Strategy and Management builds upon Michael Baker's reputation for academic rigor. It retains the traditional, functional (4Ps) a