MARC details
| 000 -LEADER |
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| fixed length control field |
05433 a2200205 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
131031b xxu||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
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| International Standard Book Number |
978-0-7494-6676-3 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER |
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| Classification number |
658.8 |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
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| Personal name |
McDONALD, MALCOLM |
| 9 (RLIN) |
11298 |
| 245 ## - TITLE STATEMENT |
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| Title |
THE COMPLETE MARKETER: 60 ESSENTIAL CONCEPTS FOR MARKETING EXCELLENCE |
| Statement of responsibility, etc |
MALCOLM McDONALD AND MELDRUM MIKE |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) |
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| Name of publisher, distributor, etc |
KOGAN PAGE LIMITED |
| Date of publication, distribution, etc |
2013 |
| Place of publication, distribution, etc |
LONDON |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
XIII, 322 P. |
| Other physical details |
PAPER |
| 505 ## - FORMATTED CONTENTS NOTE |
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| Formatted contents note |
<br/><br/>Part One- Understanding the basics of marketing<br/><br/>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<br/><br/>Part Two- Different types of marketing<br/><br/>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<br/><br/>Part Three- Marketing in the digital age<br/><br/>TOPIC 17: Internet marketing • TOPIC 18: Social media marketing • TOPIC 19: Mobile marketing • TOPIC 20: Databases for marketing<br/><br/>Part Four- Understanding customers<br/><br/>TOPIC 21: Consumer buying behaviour • TOPIC 22: Organizational buying behaviour • TOPIC 23: Market segmentation • TOPIC 24: International market segmentation<br/><br/>Part Five- Understanding markets<br/><br/>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<br/><br/>Part Six- Managing the marketing mix<br/><br/>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<br/><br/>Part seven- Planning and control<br/><br/>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 |
| 520 ## - SUMMARY, ETC. |
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| Summary, etc |
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. <br/><br/>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:<br/><br/>• internet marketing<br/><br/>• understanding consumers<br/><br/>• market audits<br/><br/>• segmentation<br/><br/>• advertising and PR<br/><br/>• managing a sales team<br/><br/>• social media marketing<br/><br/>• strategy<br/><br/>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.<br/><br/> |
| 521 ## - TARGET AUDIENCE NOTE |
|---|
| Target audience note |
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:<br/><br/>• internet marketing<br/><br/>• understanding consumers<br/><br/>• market audits<br/><br/>• segmentation<br/><br/>• advertising and PR<br/><br/>• managing a sales team<br/><br/>• social media marketing<br/><br/>• strategy<br/><br/>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.<br/><br/> |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name as entry element |
MARKETING |
| 9 (RLIN) |
11299 |
| 700 ## - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
MELDRUM, MIKE |
| 9 (RLIN) |
11572 |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
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| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Item type |
Book |
