The Complete Marketer

Editor/Author McDonald, Malcolm and Meldrum, Mike
Publication Year: 2013
Publisher: Kogan Page

Single-User Purchase Price: $74.95
Unlimited-User Purchase Price: Not Available
ISBN: 978-0-74-946677-0
Category: Business, Finance & Economics - Marketing
Image Count: 74
Book Status: Available
Table of Contents

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.

Share this

Table of Contents

  • PART ONE Understanding the basics of marketing
  • 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
  • PART TWO Different types of marketing
  • 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
  • PART THREE Marketing in the digital age
  • TOPIC 17 Internet marketing
  • TOPIC 18 Social media marketing
  • TOPIC 19 Mobile marketing
  • TOPIC 20 Databases for marketing
  • PART FOUR Understanding customers
  • TOPIC 21 Consumer buying behaviour
  • TOPIC 22 Organizational buying behaviour
  • TOPIC 23 Market segmentation
  • TOPIC 24 International market segmentation
  • PART FIVE Understanding markets
  • 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
  • PART SIX Managing the marketing mix
  • 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
  • PART SEVEN Planning and control
  • 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