The Marketers Handbook: Reassessing Marketing Techniques for Modern Business

This book, 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?"

Spis treści:
Preface
The Blind Men and an Elephant
What′s In and What′s Not
The Ratings
Alphabetical Entries
In Conclusion
References
Index

Nota biograficzna:
Laurie (Laurence) Young is a business man who likes to write. During his line career he held senior positions at BT, Unisys and PricewaterhouseCoopers. He also founded, built and sold a company. Yet, as his education includes a postgraduate business diploma and an MBA, his writing combines practical experience with sound business thinking. He has extensive experience of the marketing having, in addition to his line jobs, advised companies like: Ericsson, Motorola, British Gas, Energis, Hitachi Data systems, Datex Engstrom, Phillips and Nokia. One editor has described Laurie′s writing as "evidential" and another as "beautifully expressed". His readers say that they like his ability to make complex subjects clear and to tell a business case study like a story. This is his seventh book.

Okładka tylna:
This book, 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 us ed 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?"