THE COMPLETE MARKETER: 60 ESSENTIAL CONCEPTS FOR MARKETING EXCELLENCE
McDONALD, MALCOLM
THE COMPLETE MARKETER: 60 ESSENTIAL CONCEPTS FOR MARKETING EXCELLENCE MALCOLM McDONALD AND MELDRUM MIKE - LONDON KOGAN PAGE LIMITED 2013 - XIII, 322 P. PAPER
Part One- Understanding the basics of marketing
TOPIC 1: The discipline of marketing • TOPIC 2: A market orientation • TOPIC 3: The marketing mix • TOPIC 4: Customer retention strategies • TOPIC 5: Marketing and ethics • TOPIC 6: Marketing: concept, function or process? • TOPIC 7: World-class marketing
Part Two- Different types of marketing
TOPIC 8: Marketing consumer products • TOPIC 9: Marketing industrial products • TOPIC 10: Marketing service products • TOPIC 11: Marketing high-tech products • TOPIC 12: Marketing capital goods • TOPIC 13: Trade marketing • TOPIC 14: Category management • TOPIC 15: Relationship marketing • TOPIC 16: International and global marketing
Part Three- Marketing in the digital age
TOPIC 17: Internet marketing • TOPIC 18: Social media marketing • TOPIC 19: Mobile marketing • TOPIC 20: Databases for marketing
Part Four- Understanding customers
TOPIC 21: Consumer buying behaviour • TOPIC 22: Organizational buying behaviour • TOPIC 23: Market segmentation • TOPIC 24: International market segmentation
Part Five- Understanding markets
TOPIC 25: Marketing information and research • TOPIC 26: Preparing a marketing research brief • TOPIC 27: Auditing a market • TOPIC 28: Constructing a SWOT • TOPIC 29: Competitor analysis • TOPIC 30: The Boston Matrix • TOPIC 31: The Directional Policy Matrix • TOPIC 32: The Ansoff Matrix
Part Six- Managing the marketing mix
TOPIC 33: Branding • TOPIC 34: The product life cycle • TOPIC 35: Diffusion of innovation • TOPIC 36: Developing new products • TOPIC 37: Pricing strategies • TOPIC 38: Setting a price • TOPIC 39: Sales promotion • TOPIC 40: Advertising • TOPIC 41: Public relations • TOPIC 42: Sponsorship • TOPIC 43: Personal selling • TOPIC 44: Managing the sales team • TOPIC 45: Key account management • TOPIC 46: Implementing key account management • TOPIC 47: Channel strategy • TOPIC 48: Channel management • TOPIC 49: Customer service strategies • TOPIC 50: Multi-channel integration • TOPIC 51: Integrated marketing communication and distribution channels
Part seven- Planning and control
TOPIC 52: Forecasting sales • TOPIC 53: Marketing planning • TOPIC 54: Barriers to implementing marketing planning systems • TOPIC 55: International product planning • TOPIC 56: Organizational structure and marketing • TOPIC 57: Budgeting for marketing • TOPIC 58: Legal issues in marketing • TOPIC 59: Marketing due diligence • TOPIC 60: Marketing metrics • Index
The Complete Marketer is a solid introduction to the marketing discipline, broken down into over 60 constituent chapters – including digital marketing, understanding consumers, understanding markets, market audits, segmentation, forecasting sales, mobile marketing, advertising and PR and managing a sales team.
McDonald and Meldrum have simplified the marketing discipline – translating the jargon and creating an encyclopedia of marketing terms, concepts and fundamentals. Designed as a resource that can be read as a whole or dipped into as needed, this book applies the authors' marketing know-how to every aspect of the marketing mix, making it a valuable resource for general managers, non marketers and marketing students. The Complete Marketer is an accessible source of hard intelligence about the marketing discipline, broken down into 60 quick-to-read digestible topics each focusing on an essential area. Examples include:
• internet marketing
• understanding consumers
• market audits
• segmentation
• advertising and PR
• managing a sales team
• social media marketing
• strategy
Designed as the ultimate "dive-in" resource, this book applies the authors’ marketing know-how to every aspect of marketing management and the marketing mix, making it an invaluable resource for general managers, non-qualified marketers and students taking a module in marketing as part of a broader degree course.
The Complete Marketer is an accessible source of hard intelligence about the marketing discipline, broken down into 60 quick-to-read digestible topics each focusing on an essential area. Examples include:
• internet marketing
• understanding consumers
• market audits
• segmentation
• advertising and PR
• managing a sales team
• social media marketing
• strategy
Designed as the ultimate "dive-in" resource, this book applies the authors’ marketing know-how to every aspect of marketing management and the marketing mix, making it an invaluable resource for general managers, non-qualified marketers and students taking a module in marketing as part of a broader degree course.
978-0-7494-6676-3
MARKETING
658.8
THE COMPLETE MARKETER: 60 ESSENTIAL CONCEPTS FOR MARKETING EXCELLENCE MALCOLM McDONALD AND MELDRUM MIKE - LONDON KOGAN PAGE LIMITED 2013 - XIII, 322 P. PAPER
Part One- Understanding the basics of marketing
TOPIC 1: The discipline of marketing • TOPIC 2: A market orientation • TOPIC 3: The marketing mix • TOPIC 4: Customer retention strategies • TOPIC 5: Marketing and ethics • TOPIC 6: Marketing: concept, function or process? • TOPIC 7: World-class marketing
Part Two- Different types of marketing
TOPIC 8: Marketing consumer products • TOPIC 9: Marketing industrial products • TOPIC 10: Marketing service products • TOPIC 11: Marketing high-tech products • TOPIC 12: Marketing capital goods • TOPIC 13: Trade marketing • TOPIC 14: Category management • TOPIC 15: Relationship marketing • TOPIC 16: International and global marketing
Part Three- Marketing in the digital age
TOPIC 17: Internet marketing • TOPIC 18: Social media marketing • TOPIC 19: Mobile marketing • TOPIC 20: Databases for marketing
Part Four- Understanding customers
TOPIC 21: Consumer buying behaviour • TOPIC 22: Organizational buying behaviour • TOPIC 23: Market segmentation • TOPIC 24: International market segmentation
Part Five- Understanding markets
TOPIC 25: Marketing information and research • TOPIC 26: Preparing a marketing research brief • TOPIC 27: Auditing a market • TOPIC 28: Constructing a SWOT • TOPIC 29: Competitor analysis • TOPIC 30: The Boston Matrix • TOPIC 31: The Directional Policy Matrix • TOPIC 32: The Ansoff Matrix
Part Six- Managing the marketing mix
TOPIC 33: Branding • TOPIC 34: The product life cycle • TOPIC 35: Diffusion of innovation • TOPIC 36: Developing new products • TOPIC 37: Pricing strategies • TOPIC 38: Setting a price • TOPIC 39: Sales promotion • TOPIC 40: Advertising • TOPIC 41: Public relations • TOPIC 42: Sponsorship • TOPIC 43: Personal selling • TOPIC 44: Managing the sales team • TOPIC 45: Key account management • TOPIC 46: Implementing key account management • TOPIC 47: Channel strategy • TOPIC 48: Channel management • TOPIC 49: Customer service strategies • TOPIC 50: Multi-channel integration • TOPIC 51: Integrated marketing communication and distribution channels
Part seven- Planning and control
TOPIC 52: Forecasting sales • TOPIC 53: Marketing planning • TOPIC 54: Barriers to implementing marketing planning systems • TOPIC 55: International product planning • TOPIC 56: Organizational structure and marketing • TOPIC 57: Budgeting for marketing • TOPIC 58: Legal issues in marketing • TOPIC 59: Marketing due diligence • TOPIC 60: Marketing metrics • Index
The Complete Marketer is a solid introduction to the marketing discipline, broken down into over 60 constituent chapters – including digital marketing, understanding consumers, understanding markets, market audits, segmentation, forecasting sales, mobile marketing, advertising and PR and managing a sales team.
McDonald and Meldrum have simplified the marketing discipline – translating the jargon and creating an encyclopedia of marketing terms, concepts and fundamentals. Designed as a resource that can be read as a whole or dipped into as needed, this book applies the authors' marketing know-how to every aspect of the marketing mix, making it a valuable resource for general managers, non marketers and marketing students. The Complete Marketer is an accessible source of hard intelligence about the marketing discipline, broken down into 60 quick-to-read digestible topics each focusing on an essential area. Examples include:
• internet marketing
• understanding consumers
• market audits
• segmentation
• advertising and PR
• managing a sales team
• social media marketing
• strategy
Designed as the ultimate "dive-in" resource, this book applies the authors’ marketing know-how to every aspect of marketing management and the marketing mix, making it an invaluable resource for general managers, non-qualified marketers and students taking a module in marketing as part of a broader degree course.
The Complete Marketer is an accessible source of hard intelligence about the marketing discipline, broken down into 60 quick-to-read digestible topics each focusing on an essential area. Examples include:
• internet marketing
• understanding consumers
• market audits
• segmentation
• advertising and PR
• managing a sales team
• social media marketing
• strategy
Designed as the ultimate "dive-in" resource, this book applies the authors’ marketing know-how to every aspect of marketing management and the marketing mix, making it an invaluable resource for general managers, non-qualified marketers and students taking a module in marketing as part of a broader degree course.
978-0-7494-6676-3
MARKETING
658.8