The marketer's 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. It...
| Autor principal: | |
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Chichester, West Sussex, U.K :
Wiley
2011.
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| Edición: | 1st ed |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009627985106719 |
| Sumario: | 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 dec |
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| Notas: | Description based upon print version of record. |
| Descripción Física: | 1 online resource (518 p.) |
| Bibliografía: | Includes bibliographical references(p. [469]-477) and index. |
| ISBN: | 9781119206606 9781283405096 9786613405098 9781119973522 |
