The Marketer's Handbook: Reassessing Marketing Techniques for Modern Business

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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

The Marketer's Handbook: Reassessing Marketing Techniques for Modern Business Review

I am a working business consultant, peak performance expert and University lecturer in the USA and Russia. I am also a serial entrepreneur having owned a number of businesses in the US and EU. As such I have both an academic Masters in Business Economics and over 20 years of practical business experience. I also act as a small business mentor to young start up businesses in Lancashire, UK. As such I have studied, taught and used many different marketing techniques and models over the years, to enhance a variety of business types in a multitude of sectors. As such I read this book expecting great things from it. I have to say it did not disappoint on a theoretical level but many of the theories and subsequent analysis have limited practical application in the real business world.

The book is quite long, it is a bit wordy and is not succinct. It does not use pretty pictures and it is all printed in black and white. One reviewer called it rather monotone, which is quite a good description. So the aesthetics of the book is not its strongest point. Where the book does excel is in the examination of marketing theories and models such as the old AIDA model. The author analyses what is wrong with the concepts and ideas and offers solutions and suggestions to improve or totally rewrite the model within modern business theory. I have to agree with the authors analysis in so many different theoretical areas of marketing. The problem I have with this book is that in reality most of the model analysis would have limited applicability in the real world of business marketing. This book is really written for the student of marketing rather than a real world practitioner or small business owner. It also took me a long time to read it as it is very dry in its analysis and is not an easy read.

This is really an academic type of marketing book, that is best suited to sit on a University shelf, to help the student to critically analyse marketing theory for an essay or dissertation, rather than being of practical help to a small business owner. As such there is nothing wrong with the book, so long as the buyer understands what they are purchasing. If you are a small business owner, wanting marketing help, this is not really the book for you. If you are a student on a business/marketing related course it provides great analysis of the traditional theories and models of marketing and will help you write academic essays.

Good book but of limited help to a small business owner.

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