Michael John Baker

Susan J. Hart

The long-awaited second edition of Baker and Hart's "Product Strategy and Management" expertly analyses the nature of product strategy and the management of the entire product life cycle, from new product development to product elimination. The nature and practice of the life cycle are central to the firm's overall strategy for competitiveness. The authors repeatedly emphasize the fact that without product strategy and management there would be no markets, no customers, no competition - and therefore no marketing. Exploring the fundamental relationship between the success of a product and the survival of the firm, the book employs an innovative four-part structure: Part 1 - The theoretical foundations Part 2 - New product development Part 3 - Product management Part 4 - Product elimination Whether studying at undergraduate, postgraduate or MBA levels, students will find this book essential to their understanding of this increasingly important subject area. Michael Baker is Emeritus Professor of Marketing at the University of Strathclyde where he founded the Department of Marketing in 1971. Past Chairman of the Chartered Institute of Marketing and founder of its Academic Senate, he was Chair of the Marketing Education Group for 16 years and President of its successor, the Academy of Marketing, for 18 years. Susan Hart is Professor of Marketing at Strathclyde University. She has held professorial appointments at Heriot-Watt and Stirling University and visiting positions in the USA, Australia and Europe. She has published numerous articles on the subject of product deletion, new product development and new product launch.

Product Strategy and Management

Critical Perspectives on Business and Management

Marketing

Taking into account the emergence of new subjects and authorities, the editors have overhauled the contents and contributor lists of the previous edition to ensure this volume addresses all the necessary themes for the modern marketer.

The Marketing Book

Arthur Joseph Brown

University of Strathclyde. Department of Marketing

A Survey of the Market for Scottish Meat Products (beef, Mutton and Lamb) in France, Germany, Belgium, the Netherlands and Italy

The European Meat Market

Michael Saren

Michael J Baker

Electronic Inspection Copy available for instructors here Building on the popularity of the first edition, published in 2000, the Second Edition brings together revised and new, original chapters from an outstanding team of contributors providing an authoritative overview of the theoretical foundations and current status of thinking on topics central to the discipline and practice of marketing. Summary of key features: - A marketing theory text written specifically for students - Provides an introduction and overview of the role of theory in marketing - Contributors are leading, well-established authorities in their fields - Explains key concepts for students in a clear, readable and concise manner. - Provides full, in-depth coverage of all topics, with recommended further readings

A Student Text

Marketing Theory

Michael John Baker

About

Books

Join the club