02700nam 2200649Ia 450 991082531420332120220421103808.01-119-20660-X1-283-40509-197866134050981-119-97352-X(CKB)2550000000059574(EBL)697612(OCoLC)756496460(SSID)ssj0000643996(PQKBManifestationID)11446455(PQKBTitleCode)TC0000643996(PQKBWorkID)10674942(PQKB)11324206(CaSebORM)9781119978503(MiAaPQ)EBC697612(EXLCZ)99255000000005957420110225d2011 uy 0engur|n|---|||||txtccrThe marketer's handbook[electronic resource] reassessing marketing techniques for modern business /Laurie Young1st ed.Chichester, West Sussex, U.K Wiley20111 online resource (518 p.)Description based upon print version of record.1-119-97850-5 0-470-74687-4 Includes bibliographical references(p. [469]-477) and index.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; INDEXThis 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 decMarketingIndustrial managementMàrquetingthubDirecció d'empresesthubLlibres electrònicsthubMarketing.Industrial management.MàrquetingDirecció d'empreses658.8BUS058000bisacshYoung Laurie1955-1615770MiAaPQMiAaPQMiAaPQBOOK9910825314203321The marketer's handbook4058660UNINA