The marketer's handbook : reassessing marketing techniques for modern business /: reassessing marketing techniques for modern business. (2011)

• Record Type: Book
• Further Information: Note: Laurie Young.
• Other Names: Young, Laurie, 1955-
• 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.
• Publisher Details: Chichester, West Sussex, U.K : Wiley
• Publication Date: 2011
• Extent: 1 online resource (xix, 494 pages), illustrations
• Subjects: 658.8; Marketing; BUSINESS & ECONOMICS -- Sales & Selling; BUSINESS & ECONOMICS -- Distribution; BUSINESS & ECONOMICS -- Marketing -- General; Marketing; Electronic books; Electronic book
• Languages: English
• ISBNs: 9781119206606; 9781119973522; 9781119978503; 1119978505; 9781119978510; 1119978513; 1283405091; 9781283405096
• Related ISBNs: 111920660X; 111997352X; 9780470746875; 0470746874
• Notes: Note: Includes bibliographical references (pages 469-477) and index.; Note: Print version record.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.