The marketer's handbook :
Young, Laurie, 1955-
The marketer's handbook : reassessing marketing techniques for modern business / Laurie Young. - Chichester, West Sussex, U.K : Wiley, 2011. - 1 online resource (xix, 494 pages) : illustrations
Includes bibliographical references (pages 469-477) and index.
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.
"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"--
9781119206606 111920660X 9781119973522 111997352X 9781119978503 1119978505 9781119978510 1119978513 1283405091 9781283405096
CL0500000127 Safari Books Online
Marketing.
BUSINESS & ECONOMICS--Sales & Selling.
BUSINESS & ECONOMICS--Distribution.
BUSINESS & ECONOMICS--Marketing--General.
Marketing.
Electronic books.
HF5415 / .Y7917 2011eb
658.8
The marketer's handbook : reassessing marketing techniques for modern business / Laurie Young. - Chichester, West Sussex, U.K : Wiley, 2011. - 1 online resource (xix, 494 pages) : illustrations
Includes bibliographical references (pages 469-477) and index.
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.
"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"--
9781119206606 111920660X 9781119973522 111997352X 9781119978503 1119978505 9781119978510 1119978513 1283405091 9781283405096
CL0500000127 Safari Books Online
Marketing.
BUSINESS & ECONOMICS--Sales & Selling.
BUSINESS & ECONOMICS--Distribution.
BUSINESS & ECONOMICS--Marketing--General.
Marketing.
Electronic books.
HF5415 / .Y7917 2011eb
658.8