Michael J. Baker is eminent in the field of marketing. He founded the Department of Marketing at the University of Strathclyde, UK, in 1971, the first ever Department of Marketing in the UK. He is the founding editor of the Journal of Marketing Management and Journal of Customer Behaviour and is the former President of the Academy of Marketing. He has supervised over 80 PhD students, 18 of whom are now Professors of Marketing.

"There is no question that this book is a tour de force of Marketing Strategy content, covering a considerable breadth and depth of material. It is well-structured, thoughtfully presented, instructively written and critically-evaluative. For the reader who wants to think about the complex, analytical and social processes of managing the strategic direction of the organisation, this book provides a comprehensive, instructive and reflective means from which to engage with the hows and whys of managing marketing strategy creation. No marketing student, practitioner or academic should be without it." - Dr. Lee Quinn, Director of Studies BA(Hons) Marketing, University of Liverpool, UK

• PART I: MARKETING STRATEGY 11. Overview and Executive Summary2. Marketing and Corporate Strategy3. Marketing and Competition4. Principles of Strategic Marketing Planning5. Analytical Frameworks for Strategic Marketing6. Marketing Intelligence Research for MarketingPART II: THE MARKETING APPRECIATION7. Macro-environmental Analysis8. Customer Analysis9. Industry and Competitor Analysis10. Internal (Self) Analysis11. Matching – Putting it All Together12. Market SegmentationPART III: MANAGING THE MARKETING MIX13. The Marketing Mix14. Product Service Policy and Management15. Packaging and Design16. Pricing Policy and Management17. Distribution and Sales Policy18. Integrated Marketing Communications19. BrandingPART IV: IMPLEMENTING MARKETING20. Marketing in a Foreign Environment and Globalisation21. Customer Care and Service22. Developing a Marketing Culture23. The (Short-term) Marketing Plan24. Implementation and Control25. Transformational Marketing.