reassessing marketing techniques for modern business Young, Laurie Primary Author mixed material bibliography United Kingdom John Wiley & Sons 2011 en English

Printed Material

xix, 494 p. : ill., tabs., index ; 25 cm. 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 decision making? Does the damn thing have any credibility and does it work? Text cited from amazon.com Table of Contents : Preface. The Blind Men and an Elephant ix What’s In and What’s Not. xii The Ratings. xxi Alphabetical Entries. 1 In Conclusion. 461 References. 469 Index. 479 Reading Marketing Product Development Marketing Strategy Handbooks Market research Marketer BA 78 9780470746875 Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen BA 78 You 35240 Reference (Reference) BA 78 You 38290 2011-10-11 00:00:00 2022-11-11 08:30:28 machine generated