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The Complete Marketer: 60 Essential Concepts for Marketing Excellence
What is 'the marketing mix'? Is marketing a concept, function or process? How do you construct a good SWOT analysis? What are the strategic marketing benefits of key account management? The Complete Marketer is a solid introduction to the marketing discipline, which is broken down into easily digestible chapters on topics such as digital marketing, understanding consumers, understanding markets, market audits, segmentation, sales forecasting, mobile marketing, advertising and PR, and managing a sales team. It features clear diagrams and definitions throughout to make concepts easy to understand.

Malcolm McDonald and Mike Meldrum have simplified the discipline of marketing by translating jargon and creating an encyclopedia of marketing terms, concepts and fundamentals. It applies the authors' marketing expertise to every aspect of the marketing mix, making The Complete Marketer an invaluable resource for general managers, non-qualified marketers and students studying marketing as part of a broader degree.

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The Complete Marketer: 60 Essential Concepts for Marketing Excellence
What is 'the marketing mix'? Is marketing a concept, function or process? How do you construct a good SWOT analysis? What are the strategic marketing benefits of key account management? The Complete Marketer is a solid introduction to the marketing discipline, which is broken down into easily digestible chapters on topics such as digital marketing, understanding consumers, understanding markets, market audits, segmentation, sales forecasting, mobile marketing, advertising and PR, and managing a sales team. It features clear diagrams and definitions throughout to make concepts easy to understand.

Malcolm McDonald and Mike Meldrum have simplified the discipline of marketing by translating jargon and creating an encyclopedia of marketing terms, concepts and fundamentals. It applies the authors' marketing expertise to every aspect of the marketing mix, making The Complete Marketer an invaluable resource for general managers, non-qualified marketers and students studying marketing as part of a broader degree.

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The Complete Marketer: 60 Essential Concepts for Marketing Excellence

The Complete Marketer: 60 Essential Concepts for Marketing Excellence

by Malcolm McDonald, Mike Meldrum
The Complete Marketer: 60 Essential Concepts for Marketing Excellence
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The Complete Marketer: 60 Essential Concepts for Marketing Excellence

The Complete Marketer: 60 Essential Concepts for Marketing Excellence

by Malcolm McDonald, Mike Meldrum

Overview

What is 'the marketing mix'? Is marketing a concept, function or process? How do you construct a good SWOT analysis? What are the strategic marketing benefits of key account management? The Complete Marketer is a solid introduction to the marketing discipline, which is broken down into easily digestible chapters on topics such as digital marketing, understanding consumers, understanding markets, market audits, segmentation, sales forecasting, mobile marketing, advertising and PR, and managing a sales team. It features clear diagrams and definitions throughout to make concepts easy to understand.

Malcolm McDonald and Mike Meldrum have simplified the discipline of marketing by translating jargon and creating an encyclopedia of marketing terms, concepts and fundamentals. It applies the authors' marketing expertise to every aspect of the marketing mix, making The Complete Marketer an invaluable resource for general managers, non-qualified marketers and students studying marketing as part of a broader degree.

Product Details

ISBN-13: 9780749466763
Publisher: Kogan Page, Ltd.
Publication date: 05/28/2013
Pages: 336
Sales rank: 676,318
Product dimensions: 6.10(w) x 9.10(h) x 0.80(d)

About the Author

Malcolm McDonald MA(Oxon) MSc PhD DLitt DSc is Emeritus Professor of Marketing and, until recently, Deputy Director of the Cranfield School of Management. Formerly, he was the Marketing Director of Canada Dry, UK. He is the author of a number of books, including Marketing Accountability and Marketing Value Metrics (also published by Kogan Page).
Mike Meldrum was a Lecturer in Marketing at the Cranfield School of Management, and now runs his own consultancy specializing in marketing, leadership development and coaching.

Table of Contents

** Chapter - 21: Consumer buying behaviour; ** Chapter - 22: Organizational buying behaviour; ** Chapter - 23: Market segmentation; ** Chapter - 24: International market segmentation; * Section - FIVE: Understanding markets; ** Chapter - 25: Marketing information and research; ** Chapter - 26: Preparing a marketing research brief; ** Chapter - 27: Auditing a market; ** Chapter - 28: Constructing a SWOT; ** Chapter - 29: Competitor analysis; ** Chapter - 30: The Boston Matrix; ** Chapter - 31: The Directional Policy Matrix; ** Chapter - 32: The Ansoff Matrix; * Section - SIX: Managing the marketing mix; ** Chapter - 33: Branding; ** Chapter - 34: The product life cycle; ** Chapter - 35: Diffusion of innovation; ** Chapter - 36: Developing new products; ** Chapter - 37: Pricing strategies; ** Chapter - 38: Setting a price; ** Chapter - 39: Sales promotion; ** Chapter - 40: Advertising; ** Chapter - 41: Public relations; ** Chapter - 42: Sponsorship; ** Chapter - 43: Personal selling; ** Chapter - 44: Managing the sales team; ** Chapter - 45: Key account management; ** Chapter - 46: Implementing key account management; ** Chapter - 47: Channel strategy; ** Chapter - 48: Channel management; ** Chapter - 49: Customer service strategies; ** Chapter - 50: Multi-channel integration; ** Chapter - 51: Integrated marketing communication and distribution channels; * Section - FOUR: Understanding customers; ** Chapter - 20: Databases for marketing; ** Chapter - 19: Mobile marketing; ** Chapter - 18: Social media marketing; ** Chapter - 17: Internet marketing; * Section - THREE: Marketing in the digital age; ** Chapter - 16: International and global marketing; ** Chapter - 15: Relationship marketing; ** Chapter - 14: Category management; ** Chapter - 13: Trade marketing; ** Chapter - 12: Marketing capital goods; ** Chapter - 11: Marketing high-tech products; ** Chapter - 10: Marketing service products; ** Chapter - 09: Marketing industrial products; ** Chapter - 08: Marketing consumer products; * Section - TWO: Different types of marketing; ** Chapter - 07: World-class marketing; ** Chapter - 06: Marketing: concept, function or process?; ** Chapter - 05: Marketing and ethics; ** Chapter - 04: Customer retention strategies; ** Chapter - 03: The marketing mix; ** Chapter - 02: A market orientation; ** Chapter - 01: The discipline of marketing; * Section - ONE: Understanding the basics of marketing; * Section - SEVEN: Planning and control; ** Chapter - 52: Forecasting sales; ** Chapter - 53: Marketing planning; ** Chapter - 54: Barriers to implementing marketing planning systems; ** Chapter - 55: International product planning; ** Chapter - 56: Organizational structure and marketing; ** Chapter - 57: Budgeting for marketing; ** Chapter - 58: Legal issues in marketing; ** Chapter - 59: Marketing due diligence; ** Chapter - 60: Marketing metrics
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