The Marketing Book
The Marketing Book
This Page Intentionally Left Blank
The Marketing Book
Fifth Edition
Edited by MICHAEL J. BAKER
OXFORD AMSTERDAM BOSTON LONDON NEW YORK PARIS SAN DIEGO SAN FRANCISCO SINGAPORE SYDNEY TOKYO
Butterworth-Heinemann An imprint of Elsevier Science Linacre House, Jordan Hill, Oxford OX2 8DP 200 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 reserved Copyright ? 2003 contributors of individual chapters. All rights reserved
The right of Michael Baker and the individual contributors to be identified as the authors of this work has been asserted in accordance with the Copyright, Designs and Patents Act 1988
No part of this publication may be reproduced in any material form (including photocopying or storing in any medium by electronic means and whether or not transiently or incidentally to some other use of this publication) without the written permission of the copyright holder except in accordance with the provisions of the Copyright, Designs and Patents Act 1988 or under the terms of a licence issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London, England W1T 4LP. Applications for the copyright holder's written permission to reproduce any part of this publication should be addressed to the publisher
British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library
Library of Congress Cataloguing in Publication Data A catalogue record for this book is available from the Library of Congress
ISBN 0 7506 5536 4
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Composition by Genesis Typesetting, Rochester, Kent Printed and bound in Great Britain
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