TY  - BOOK
AU  - Young,Laurie
TI  - The marketer's handbook: reassessing marketing techniques for modern business 
SN  - 9781119206606
AV  - HF5415 .Y7917 2011eb
U1  - 658.8 22
PY  - 2011///
CY  - Chichester, West Sussex, U.K
PB  - Wiley
KW  - Marketing
KW  - BUSINESS & ECONOMICS
KW  - Sales & Selling
KW  - bisacsh
KW  - Distribution
KW  - General
KW  - fast
KW  - Electronic books
N1  - 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
N2  - "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"--
UR  - http://onlinelibrary.wiley.com/book/10.1002/9781119206606
ER  -