title: The Marketing Book, Sixth Edition
author: Michael Baker
description: This 6th edition of The Marketing Book maintains its pre-eminent position as the first point of reference for marketers needing up-to-minute marketing thinking. Taking into account the emergence of new subjects and new authorities, Michael Baker and co-editor Susan Hart have renewed and added to the contents and contributor lists to make this the most authoritative and comprehensive overview of all key themes for the modern marketer. <br /><br /><br />* Packed with fresh thinking and new contributions to keep marketers abreast of industry advances<br /><br /><br />* New chapters critical to successful marketing application include 'Marketing Metrics', 'Marketing in Emerging Economies', 'Business-to-Business Marketing' and 'Qualitative Research'<br /><br />* In particular, the 'Marketing Book' now looks at broader range of international issues with a broader group of leading international contributors including Evert Gummesson, Angela da Rocha and Arch Woodside<br /><br /><br />Based, as in previous editions, on seminal articles from thought leaders in each subject the 'Marketing Book 6th edition' is bursting with salient articles. It amounts to an all-embracing one-volume companion to modern marketing thought, ideal for all practitioners and students of Marketing.
zlib_text: Michael Taillard
  
   **Aspirational Revolution**
  
   **The Purpose-Driven Economy**
  
  ![](Images/image00109.jpeg)
  
  Michael Taillard
  
  Economics Strategy Consultant, Beulah, Michigan, USA
  
  ISBN 978-3-319-61770-1 e-ISBN 978-3-319-61771-8
  
  <https://doi.org/10.1007/978-3-319-61771-8>
  
  Library of Congress Control Number: 2017946714
  
  © The Editor(s) (if applicable) and The Author(s) 2017
  
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