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The marketer's handbook : reassessing marketing techniques for modern business / Laurie Young.

By: Material type: TextTextPublication details: Chichester, West Sussex, U.K : Wiley, 2011.Description: 1 online resource (xix, 494 pages) : illustrationsContent type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781119206606
  • 111920660X
  • 9781119973522
  • 111997352X
  • 9781119978503
  • 1119978505
  • 9781119978510
  • 1119978513
  • 1283405091
  • 9781283405096
Subject(s): Genre/Form: Additional physical formats: Print version:: Marketer's handbook.DDC classification:
  • 658.8 22
LOC classification:
  • HF5415 .Y7917 2011eb
Online resources:
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"-- Provided by publisher.
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"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