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The marketer's handbook : reassessing marketing techniques for modern business / [electronic resource]

by Young, Laurie.
Material type: materialTypeLabelBookPublisher: Chichester, West Sussex, U.K : Wiley, 2011Description: 1 online resource (xix, 494 pages) : illustrations.ISBN: 9781119206606; 111920660X; 9781119973522; 111997352X; 9781119978503; 1119978505; 9781119978510; 1119978513; 1283405091; 9781283405096.Subject(s): Marketing | BUSINESS & ECONOMICS -- Sales & Selling | BUSINESS & ECONOMICS -- Distribution | BUSINESS & ECONOMICS -- Marketing -- General | Marketing | Electronic booksOnline resources: Wiley Online Library
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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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"-- Provided by publisher.

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Last Updated on September 15, 2019
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