Blows the dust covered concepts away!
There are thousands of books and courses on marketing tools, ideas, techniques and concepts from the old school to the newly-formed, wacky approaches or latest fads. What Laurie Young has done with the Marketer’s Handbook is to use her 35 years of experience to analyse these different concepts and marketing tools in depth, studying the good aspects and the drawbacks, which arise from the practice and principles of each method. Debunking misconceptions and realising the truth.
With additional case studies provided by a plethora of professional marketers and a rating provided by the author, which gives her view of what works and is a practical and powerful concept or tool to use, to the other end of the scale- the toxic, misunderstood and really damaging techniques, which should be avoided unless their limitations and risks are well understood first.
What you learnt at college all those years ago, may not always be the best option for your business in practice as the world (people and technologies) change so quickly, many of these concepts and the strategies behind them may not be so suitable anymore. It’s also in alphabetical order making each approach easier to find. An interesting, academic handbook, which blows the dust covered concepts away!