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Record Nr. |
UNINA9910825314203321 |
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Autore |
Young Laurie <1955-> |
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Titolo |
The marketer's handbook [[electronic resource] ] : reassessing marketing techniques for modern business / / Laurie Young |
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Pubbl/distr/stampa |
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Chichester, West Sussex, U.K, : Wiley, 2011 |
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ISBN |
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1-119-20660-X |
1-283-40509-1 |
9786613405098 |
1-119-97352-X |
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Edizione |
[1st ed.] |
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Descrizione fisica |
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1 online resource (518 p.) |
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Classificazione |
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Disciplina |
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Soggetti |
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Marketing |
Industrial management |
Màrqueting |
Direcció d'empreses |
Llibres electrònics |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references(p. [469]-477) and index. |
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Nota di contenuto |
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THE MARKETER'S HANDBOOK: Reassessing Marketing Techniques for Modern Business; CONTENTS; PREFACE; THE BLIND MEN AND AN ELEPHANT; WHAT'S IN AND WHAT'S NOT; THE RATINGS; Alphabetical Entries; IN CONCLUSION; REFERENCES; INDEX |
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Sommario/riassunto |
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This book, written by a senior marketer with over thirty years experience of using marketing techniques and concepts, sets out to describe, contextualize and rate them. Its prime emphasis is on understanding their status so that they can be used to direct the use of shareholder funds effectively. Its conclusion is that seasoned professionals must use their judgement about when and how to use them, but they also need to understand them in depth if they are going to make well-rounded, effective investment decisions. Above all it asks: "how useful and relevant is this concept? Will it improve dec |
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