The
marketer's handbook : reassessing marketing techniques for modern business
Young, Laurie
1955-
creator
text
bibliography
Electronic books.
enk
Chichester, West Sussex, U.K
Wiley
2011
monographic
eng
1 online resource (xix, 494 pages) : illustrations
"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"--
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.
Laurie Young.
Includes bibliographical references (pages 469-477) and index.
Marketing
BUSINESS & ECONOMICS
Sales & Selling
BUSINESS & ECONOMICS
Distribution
BUSINESS & ECONOMICS
Marketing
General
Marketing
HF5415 .Y7917 2011eb
658.8
Marketer's handbook
Young, Laurie, 1955-
Chichester, West Sussex, U.K : Wiley, 2011
(DLC) 2011007563
(OCoLC)690090047
9781119206606
111920660X
9781119973522
111997352X
9781119978503
1119978505
9781119978510
1119978513
1283405091
9781283405096
CL0500000127 Safari Books Online
http://onlinelibrary.wiley.com/book/10.1002/9781119206606
http://onlinelibrary.wiley.com/book/10.1002/9781119206606
N$T
111010
20171116094524.0
ocn756496460
eng