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Michael Baker and Michael Saren have developed their student text on marketing further to include emerging topics, such as sustainability and social media. Other new topics include service marketing. The book covers the contemporary marketing field well, and offers a good and interesting overview of marketing.
This is a key text for students wishing to understand more about marketing theory. With contributions from leading international authors, the collection of chapters documents the main disciplinary influences on marketing theory and the theoretical evolution of key sub-areas.
The book brings an interesting review of the marketing strategy literature. The chapters are well organized and the references include the most important studies to the marketing area.
Great overview of underpinning theory for all Marketing students
Good book however perhaps a bit "heavy" for 4th year undergrads. Nevertheless it contains some very useful information for those who wish to develop a better understanding of this fundamental topic.
The new editions is very well coming, especially when considering the new chapters: 'Marketing communication in a Digital World' and "Service-dominant logic'.
Besides this course I recommend this book to final year students doing their dissertation as way to strengthen their theoretical basis.
The book is a very good reading for post graduate students or researchers who want to connect the dots about the subject which they have learnt in fragments in different modules. I was interested to check the book as I thought this book will discuss some of the popular theories and models taught in marketing discipline. Unfortunately the book is not designed to serve that purpose. There is nothing wrong with the idea of the book.
I'm currently using some other books as the core text, but this book also has multiple chapters students can benefit from, especially when doing their project and/or writing essays. Hence, I'll cite this as a supplementary textbook students can refer to.
An excellent text providing researchers and students with contemporary debate and discussion to facilitate the application of marketing.