The Marketer's Handbook by Laurie Young
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.
'Arranged into easy-to-follow, alphabetical chapters, it's a handbook in the purest sense; perfect for dipping in and out of' (PRMedia Blog.com, April 2011). '...reassesses many of the tools and concepts by which business executives try to attract revenue and grow their companies.' (Oxfordcollegeofmarketing.com, April 2011). 'An astonishingly thoughtful and intelligent overview.' (Professional Marketing, Sept 2011). ' An encyclopedia of marketing theory...a comprehensive handbook covering all elements of marketing, and how they work in practice.' (Admap, March 2012)
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.
| SKU | Unavailable |
| ISBN 13 | 9780470746875 |
| ISBN 10 | 0470746874 |
| Title | The Marketer's Handbook |
| Author | Laurie Young |
| Condition | Unavailable |
| Binding Type | Hardback |
| Publisher | John Wiley and Sons Ltd |
| Year published | 2011-04-20 |
| Number of pages | 520 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |