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

• Main Author: Young, Laurie, 1955-
• Format: eBook
• Language: English
• Published: Chichester, West Sussex, U.K : Wiley, 2011.
• Subjects: Marketing.; BUSINESS & ECONOMICS > Sales & Selling.; BUSINESS & ECONOMICS > Distribution.; BUSINESS & ECONOMICS > Marketing > General.; Electronic books.

"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"--

Table of 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.