Malcolm McDonald

(Author)

The Complete Marketer: 60 Essential Concepts for Marketing ExcellencePaperback, 28 May 2013

The Complete Marketer: 60 Essential Concepts for Marketing Excellence
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Print Length
336 pages
Language
English
Publisher
Kogan Page
Date Published
28 May 2013
ISBN-10
0749466766
ISBN-13
9780749466763

Description

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.

Product Details

Authors:
Malcolm McDonaldMike Meldrum
Book Format:
Paperback
Country of Origin:
US
Date Published:
28 May 2013
Dimensions:
23.14 x 15.9 x 1.85 cm
ISBN-10:
0749466766
ISBN-13:
9780749466763
Language:
English
Location:
London
Pages:
336
Publisher:
Weight:
485.34 gm

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