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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
Language, Sexuality, and Power: Studies in Intersectional Sociolinguistics examines the diversity of sexuality as a social and linguistic phenomenon. Bringing together work on Africa, Asia, Europe, Latin America, North America and the Middle East, the volume explores how different ideologies of what it means to belong to a nation or culture influence how sexualities are both understood and linguistically expressed in a range of global locales. Contributions to the volume use experiments, discourse analysis and different types of statistical tests to identify the particular aspects of language - accent, grammar, vocabulary, discourse - that are ideologically associated with sexuality in specific contexts. Combining insights from linguistics, anthropology, sociology and cultural studies, the essays describe how individuals draw on these culturally-specific associations both when evaluating the speech of others and in their everyday presentations of self. Together, the eleven chapters in the collection provide a wide-ranging and multi-method perspective on how language mediates individual desires and larger social structures. They also serve to demonstrate the diverse interconnections between sexuality and other dimensions of lived experience in a variety of previously under-explored national and linguistic settings.
The Reader's Guide to Lesbian and Gay Studies surveys the field in some 470 entries on individuals (Adrienne Rich); arts and cultural studies (Dance); ethics, religion, and philosophical issues (Monastic Traditions); historical figures, periods, and ideas (Germany between the World Wars); language, literature, and communication (British Drama); law and politics (Child Custody); medicine and biological sciences (Health and Illness); and psychology, social sciences, and education (Kinsey Report).
The Handbook of Marketing presents a major retrospective and prospective overview of the field of marketing, and provides a landmark reference at a time when many of the traditional boundaries and domains within the marketing discipline have been subject to change. The Handbook frames, assesses and synthesizes the work in the field and helps to define and shape its current and future development. It includes contributions from leading scholars in the field, and the input of an international and extremely distinguished advisory board of marketing academics. The Handbook of Marketing will be invaluable to advanced undergraduates, graduate students and academics in marketing.
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