Laurie Young was determined to write the definitive book on the urgent need for new marketing thinking for global players and small businesses alike in the $700 billion professional services sector. The result has become a modern business classic, offering guidance, explanations and practical help in equal measure. Case studies bring the precepts to life, while an invaluable reference section, The Marketer’s Tool Kit, describes the range of concepts, models and tools that marketing specialists must use for their work.
