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 NatioThe 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:nal Chairman of the Institute of Marketing, the original concept was: