The marketer's handbook : reassessing marketing techniques for modern business / Laurie Young.

Format:

Book

Author/Creator:

Young, Laurie, 1955-

Language:

English

Subjects (All):

Marketing.

Industrial management.

Physical Description:

1 online resource (518 p.)

Edition:

1st ed.

Other Title:

Reassessing marketing techniques for modern business

Place of Publication:

Chichester, West Sussex, U.K : Wiley, 2011.

Language Note:

English

System Details:

text file

Summary:

This book, written by a senior marketer with over thirty years experience of using marketing techniques and concepts, sets out to describe, contextualize and rate them. Its prime emphasis is on understanding their status so that they can be used to direct the use of shareholder funds effectively. Its conclusion is that seasoned professionals must use their judgement about when and how to use them, but they also need to understand them in depth if they are going to make well-rounded, effective investment decisions. Above all it asks: "how useful and relevant is this concept? Will it improve dec

Contents:

THE MARKETER'S HANDBOOK: Reassessing Marketing Techniques for Modern Business; CONTENTS; PREFACE; THE BLIND MEN AND AN ELEPHANT; WHAT'S IN AND WHAT'S NOT; THE RATINGS; Alphabetical Entries; IN CONCLUSION; REFERENCES; INDEX

Notes:

Description based upon print version of record.

Includes bibliographical references(p. [469]-477) and index.

ISBN:

9786613405098

9781119206606

111920660X

9781283405096

1283405091

9781119973522

111997352X

OCLC:

756496460