Handbook of Modern Marketing PDF Download

Author:
Publisher:
ISBN: 9780007088546
Category : Marketing
Languages : en
Pages : 0

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Author: Victor P. Buell
Publisher: McGraw-Hill Companies
ISBN:
Category : Business & Economics
Languages : en
Pages : 1516

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Author: Harry Beckwith
Publisher: Business Plus
ISBN: 0759521522
Category : Business & Economics
Languages : en
Pages : 137

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Book Description
SELLING THE INVISIBLE is a succinct and often entertaining look at the unique characteristics of services and their prospects, and how any service, from a home-based consultancy to a multinational brokerage, can turn more prospects into clients and keep them. SELLING THE INVISIBLE covers service marketing from start to finish. Filled with wonderful insights and written in a roll-up-your-sleeves, jargon-free, accessible style, such as: Greatness May Get You Nowhere Focus Groups Don'ts The More You Say, the Less People Hear & Seeing the Forest Around the Falling Trees.

Author: B. Narayan
Publisher:
ISBN: 9788172730147
Category : Marketing
Languages : en
Pages : 320

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Author: Laurie Young
Publisher: John Wiley & Sons
ISBN: 1119978505
Category : Business & Economics
Languages : en
Pages : 421

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Book Description
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 today’s consumer environment.” Mike Johnston, CEO, Dairy Council of Northern Ireland and former Chairman of the Chartered Institute of Marketing “Senior marketers, like those who make up the membership of the Marketing Society, hone the methods and techniques they favour as their career develops. Laurie Young clearly did that and an experienced voice shines through this critique. It is heartening to find that so many concepts have a long history of producing real value for businesses but alarming to find so many of the theorists’ favourites to be so groundless.” Hugh Burkitt, CEO, The Marketing Society

Author: Edward W. Cundiff
Publisher: Prentice Hall
ISBN:
Category : Business & Economics
Languages : en
Pages : 504

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Author: Tony Quin
Publisher: Soda Press
ISBN: 9780999858509
Category : Business & Economics
Languages : en
Pages : 220

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Book Description
"The Marketer's Playbook" is an invaluable step-by-step guide for how to construct a modern marketing system. Tony Quin, the founder of the Society of Digital Agencies (SoDA) along with Kevin Smith, President of IQ Agency, have crafted a comprehensive guide for any company trying to win customers in today's digitally dominated marketplace.

Author: Victor P. Buell
Publisher:
ISBN: 9780071001496
Category : Marketing
Languages : en
Pages :

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Author: R S N Pillai
Publisher: S. Chand Publishing
ISBN: 8121916976
Category : Business & Economics
Languages : en
Pages : 605

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Book Description
The revised and updated edition of the book Modern Marketing caters to the needs of students of marketing to meet the current difficult situations of business. Nine new chapters have been added.

Author: Frank Jefkins
Publisher: Ft Press
ISBN: 9780712108539
Category : Business & Economics
Languages : en
Pages : 339

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Book Description
The third edition of Modern Marketing continues to look at marketing from a practical viewpoint and maintains the lively, interesting style of earlier editions.