The Marketer's Handbook: Reassessing Marketing Techniques for Modern Business
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Book Overview
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...
Format:Hardcover
Language:English
ISBN:0470746874
ISBN13:9780470746875
Release Date:June 2011
Publisher:Wiley
Length:494 Pages
Weight:2.25 lbs.
Dimensions:1.5" x 6.7" x 9.5"
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