Title:
The complete marketer : 60 essential concepts for marketing excellence / Malcolm McDonald and Mike Meldrum.
Author:
Mcdonald, Malcolm.
Meldrum, Mike.
General Notes:
Includes index., Includes index.
Publisher:
Kogan Page Limited,
Publication Place:
London ; Philadelphia ; New Delhi :
ISBN:
9780749466763
0749466766
9780749466770 (ebk.)
0749466774 (e-ISBN)
9780749466770 (e-ISBN)
Subject:
Marketing.
Marketing.
Edition:
1st edition.
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 -- Understanding 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 -- Marketing planning -- Barriers to implementing marketing planning systems -- International product planning -- Organizational structure and marketing -- Budgeting for marketing -- Legal issues in marketing -- Marketing due diligence -- Marketing metrics.
Physical Description:
x, 322 pages : illustrations ;
Location/SubLocation:
AHU
Publication Date:
2013.
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