The Marketer's Handbook

Laurie Young 지음

Wiley 2011년 04월 22일 출간

작품소개

책소개

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?""This book combines a rigorous review of a wide range of marketing concepts with many practical examples and case studies. It can be read or dipped into both by seasoned professionals and by those just embarking on their marketing career."Sir Paul Judge, President, Chartered Institute of Marketing"Laurie Young casts an experienced and skeptical eye on many cherished marketing concepts and techniques. He provides an antidote to the tendency to adopt them without understanding their limitations and possibilities."Professor George Day, The Wharton School, Chairman of the American Marketing Association"Laurie Young has produced nothing less than the A-Z of marketing. He has journeyed far and wide mapping out hundreds of business, marketing and communications models to produce an extremely useful industry atlas. Certainly it will find a well-thumbed home on my bookshelf."Hamish Pringle, Director General, Institute of Practitioners in Advertising"This book is much needed by marketing. Its value is in challenging concepts, some of which have been the accepted norm for a long time. But as this book shows, some of these may no longer be relevant and appropriate for marketers in t

목차

Preface.The Blind Men and an Elephant.What&-s In and What&-s Not.The Ratings.Alphabetical Entries.In Conclusion.References.Index.

작가정보

저자(글) Laurie Young

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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 quot;evidentialquot; and another as quot;beautifully expressedquot;. 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.