The marketer's handbook : reassessing marketing techniques for modern business / Laurie Young
- Author
- Young, Laurie, 1955-
- Published
- Chichester, West Sussex, U.K : Wiley, 2011.
- Physical Description
- 1 online resource (xix, 494 pages) : illustrations
Access Online
- Contents
- Cover; Title page; Copyright page; DEDICATION; PREFACE; THE BLIND MEN AND AN ELEPHANT; WHAT'S IN AND WHAT'S NOT; THE RATINGS; A; AAR MODEL; ACCOUNT MANAGEMENT; ADVERTISING; "AIDA"; ANSOFF AND HIS MATRIX; AUDIT (THE MARKET AUDIT); B; BEHAVIOURAL INSIGHTS FOR MARKETING; BLUEPRINTING; BOSTON MATRIX; BRANDS; BUSINESS-TO-BUSINESS MARKETING; C; CATEGORY MANAGEMENT; CELEBRITY ENDORSEMENT; CHANNELS OF DISTRIBUTION; CLOSING TECHNIQUES; COMPETITIVE STRATEGY; CONSUMER BEHAVIOUR; CONTACT AUDIT; CORPORATE SOCIAL RESPONSIBILITY (CSR); CULTURAL VARIATIONS; D; DECISION-MAKING UNIT (DMU); DIFFERENTIATION.
- Summary
- "This book has the potential to be a bible for the modern marketer, a reference book that will sit on any marketer's desk or shelf"--
- Subject(s)
- Genre(s)
- ISBN
- 9781119206606 (electronic bk.)
111920660X (electronic bk.)
9781119973522 (electronic bk.)
111997352X (electronic bk.)
9781119978503 (electronic bk.)
1119978505 (electronic bk.)
9781119978510 (electronic bk.)
1119978513 (electronic bk.)
1283405091
9781283405096
9780470746875
0470746874 - Digital File Characteristics
- text file
- Bibliography Note
- Includes bibliographical references (pages 469-477) and index.
View MARC record | catkey: 37423002