The fifth edition of The Marketing Book is a testimony to both the continuing demand for an
authoritative overview of the marketing discipline and the constantly changing nature of its subject
matter. First published in 1987 to coincide with the Editor’s appointment as the first academic
National Chairman of the Institute of Marketing, the original concept was:
To produce an authoritative handbook setting out the scope and nature of the marketing function, its
managerial applications and its contribution to corporate success.