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.