The marketer's handbook : reassessing marketing techniques for modern business / Laurie Young.
Material type: TextPublication details: Chichester, West Sussex, U.K : Wiley, 2011.Description: 1 online resource (xix, 494 pages) : illustrationsContent type:- text
- computer
- online resource
- 9781119206606
- 111920660X
- 9781119973522
- 111997352X
- 9781119978503
- 1119978505
- 9781119978510
- 1119978513
- 1283405091
- 9781283405096
- 658.8 22
- HF5415 .Y7917 2011eb
"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"-- Provided by publisher.
Includes bibliographical references (pages 469-477) and index.
Print version record.
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.
Marketing