The Complete Marketer

The Complete Marketer

60 Essential Concepts for Marketing Excellence

eBook - 2013
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Kogan Page

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 the jargon and creating an encyclopaedia of marketing terms, concepts and fundamentals. They have applied their marketing know-how to every aspect of the marketing mix, making The Complete Marketer an invaluable resource for general managers, non-qualified marketers and students taking a module in marketing as part of a broader degree course.


Get a thorough grounding in all aspects of the marketing discipline, from direct mail and online media to market research and branding, with this ultimate reference guide.

Publisher: Philadelphia, PA : Kogan Page Ltd, 2013
Edition: 1st ed
ISBN: 9780749466770
0749466774
9780749466763
0749466766
Characteristics: 1 online resource (xiv, 322 pages) : illustrations
Additional Contributors: Meldrum, Mike

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