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The complete marketer : 60 essential concepts for marketing excellence

Author: Malcolm McDonald; Mike Meldrum
Publisher: Philadelphia, PA : Kogan Page Ltd, 2013.
Edition/Format:   eBook : Document : English : 1st edView all editions and formats
"The Complete Marketer is an accessible source of hard intelligence about the marketing discipline, broken down into over 60 constituent chapters - including internet marketing, understanding consumers, market audits, segmentation, advertising and PR, and managing a sales team. Designed as the ultimate 'dive-in' resource, the book applies the authors' marketing know-how to every aspect of the marketing mix, making  Read more...
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Genre/Form: Electronic books
Additional Physical Format: Print version:
McDonald, Malcolm.
Complete marketer.
Philadelphia, PA : Kogan Page Ltd, 2013
(DLC) 2012046365
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Malcolm McDonald; Mike Meldrum
ISBN: 9780749466770 0749466774
OCLC Number: 842262447
Description: 1 online resource (xiv, 322 pages) : illustrations
Contents: Understanding the basics of marketing --
The discipline of marketing --
A market orientation --
The marketing mix --
Customer retention strategies --
Marketing and ethics --
Marketing : concept, function or process? --
World-class marketing --
Different types of marketing --
Marketing consumer products --
Marketing industrial products --
Marketing service products --
Marketing high-tech products --
Marketing capital goods --
Trade marketing --
Category management --
Relationship marketing --
International and global marketing --
Marketing in the digital age --
Internet marketing --
Social media marketing --
Mobile marketing --
Databases for marketing --
Understanding customers --
Consumer buying behaviour --
Organizational buying behaviour --
Market segmentation --
International market segmentation --
Analysing markets --
Marketing information and research --
Preparing a marketing research brief --
Auditing a market --
Constructing a swot --
Competitor analysis --
The boston matrix --
The directional policy matrix --
The ansoff matrix --
Managing the marketing mix --
Branding --
The product life cycle --
Diffusion of innovation --
Developing new products --
Pricing strategies --
Setting a price --
Sales promotion --
Advertising --
Public relations --
Sponsorship --
Personal selling --
Managing the sales team --
Key account management --
Implementing key account management --
Channel strategy --
Channel management --
Customer service strategies --
Multi-channel integration --
Integrated marketing communication and distribution channels --
Planning and control --
Forecasting sales.
Responsibility: Malcolm McDonald, Mike Meldrum.


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.  Read more...
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"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 Read more...

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