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The Complete Marketer By Malcolm McDonald

The Complete Marketer

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Get a thorough grounding in all aspects of the marketing discipline, from direct mail and online media to market research and branding, with this ultimate reference guide.

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The Complete Marketer Summary


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

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 Reviews


"Marketing is about providing solutions that result in customer value and satisfaction, and the authors have produced a neat, handy source of key guidelines for building and implementing effective marketing programs that work toward that end. Summing Up: Highly recommended."--N.A. Govoni, Babson College "CHOICE "

About Malcolm McDonald


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


  • Section - ONE: Understanding the basics of marketing;
    • Chapter - 01: The discipline of marketing;
    • Chapter - 02: A market orientation;
    • Chapter - 03: The marketing mix;
    • Chapter - 04: Customer retention strategies;
    • Chapter - 05: Marketing and ethics;
    • Chapter - 06: Marketing: concept, function or process?;
    • Chapter - 07: World-class marketing;
  • Section - TWO: Different types of marketing;
    • Chapter - 08: Marketing consumer products;
    • Chapter - 09: Marketing industrial products;
    • Chapter - 10: Marketing service products;
    • Chapter - 11: Marketing high-tech products;
    • Chapter - 12: Marketing capital goods;
    • Chapter - 13: Trade marketing;
    • Chapter - 14: Category management;
    • Chapter - 15: Relationship marketing;
    • Chapter - 16: International and global marketing;
  • Section - THREE: Marketing in the digital age;
    • Chapter - 17: Internet marketing;
    • Chapter - 18: Social media marketing;
    • Chapter - 19: Mobile marketing;
    • Chapter - 20: Databases for marketing;
  • Section - FOUR: Understanding customers;
    • 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 - 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

Additional information

GOR008216097
The Complete Marketer: 60 Essential Concepts for Marketing Excellence by Malcolm McDonald
Malcolm McDonald
Used - Very Good
Paperback
Kogan Page Ltd
2013-05-03
336
0749466766
9780749466763
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.