Ж. Бакер (Unknown)
The Marketing Book
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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
For information on all Butterworth-Heinemann publications visit our website at: www.bh.com
Composition by Genesis Typesetting, Rochester, Kent
Printed and bound in Great Britain
Contents
List of illustrations
xv
List of tables
xix
List of contributors
xxiii