Marketing in Evolution: : Essays in Honour of Michael J. Baker

Citation

Johne, A. (1998), "Marketing in Evolution: : Essays in Honour of Michael J. Baker", European Journal of Marketing, Vol. 32 No. 1/2, pp. 157-157. https://doi.org/10.1108/ejm.1998.32.1_2.157.1

This delightful book of readings honours the contribution of Professor Michael Baker to marketing thought and as an educator in his 25th year as Professor of Marketing, at the University of Strathclyde in the Department of Marketing which he founded. It contains essays by distinguished colleagues in the UK, USA and Europe. It is a fitting tribute to Britain’s senior marketing educator ‐ a prodigious author of over 20 books which have helped define the subject, educate new generations of academics, educate practitioners and extend the awareness of the marketing function and philosophy in successful business management. Professor Baker founded the Journal of Marketing Management, of which he remains editor. He also founded the Marketing Education Group of the UK, now renamed Academy of Marketing, of which he is President. He has successfully supervised 40 doctorates. Thirteen of these former students now hold university chairs in Britain and abroad!

Clearly, Professor Baker deserves a book in his honour, but is the book reading by others? The answer to this question is decidedly “yes”. The readings have been carefully selected to interest those concerned with the development of the subject of marketing. After an introduction by the editors, Chapter 2 (Grönroos) and Chapter 3 (Wensley) reflect some of the major conceptual debates currently taking place within the marketing discipline. Chapters 4 to 8 examine innovation in its various forms. The evolution of channel theory is considered (Shaw and Dawson); the role of relationship marketing and organisational learning (Meyers and Athaide); customer rejection of superior manufacturing technologies and product‐service innovations (Woodside); new product success (Hart), and the evolution of international business and marketing (Hood and Young). The two final chapters look at the changing requirements in marketing education (Thomas) and its personalities (Saunders).

The last chapter alone makes it worth the effort to consult this neat set of readings. Professor Saunders muses on the features defining success in the marketing education profession. Go on, if you are an established academic: see who has been mentioned as a star. You will be delighted at the choice of honourable mentions and disappointed at the omissions. Aspiring stars in the field of marketing education will do well to reflect on both the overt as well as the covert messages of this chapter. Meanwhile, while others continue to jostle for position, Professor Baker is likely to smile. He has well and truly made it. This book of insightful readings is a fitting tribute to his successes.