| Description |
1 online resource (xix, 494 pages) : illustrations |
| Physical Medium |
polychrome. rdacc http://rdaregistry.info/termList/RDAColourContent/1003 |
| Description |
text file rdaft http://rdaregistry.info/termList/fileType/1002 |
| Summary |
"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"-- Provided by publisher |
| Bibliography |
Includes bibliographical references (pages 469-477) and index. |
| 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. |
| Subject |
Marketing.
|
|
Marketing. |
|
marketing. |
|
Marketing |
|
Màrqueting. |
|
Direcció d'empreses. |
| Genre |
Llibres electrònics.
|
| Other Form: |
Print version: Young, Laurie, 1955- Marketer's handbook. Chichester, West Sussex, U.K : Wiley, 2011 9780470746875 (DLC) 2011007563 (OCoLC)690090047 |
| ISBN |
9781119206606 (electronic bk.) |
|
111920660X (electronic bk.) |
|
9781119973522 (electronic bk.) |
|
111997352X (electronic bk.) |
|
9781119978503 (electronic bk.) |
|
1119978505 (electronic bk.) |
|
9781119978510 (electronic bk.) |
|
1119978513 (electronic bk.) |
|
1283405091 |
|
9781283405096 |
|
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