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