The Complete Marketer: 60 Essential Concepts for Marketing Excellence

  • 5h 20m
  • Malcolm McDonald, Mike Meldrum
  • Kogan Page
  • 2013

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.

McDonald and Meldrum have simplified the marketing discipline – translating the jargon and creating an encyclopedia of marketing terms, concepts and fundamentals. Designed as a resource that can be read as a whole or dipped into as needed, this book applies the authors' marketing know-how to every aspect of the marketing mix, making it a valuable resource for general managers, non marketers and marketing students.

About the Authors

Professor Malcolm McDonald enjoys a global reputation as a leading authority on marketing. Emeritus Professor at Cranfield University, he is also Chairman of six companies and works with the operating boards of some of the world’s leading multinationals. He has written over 40 books including Marketing Plans: How to Prepare Them; How to Use Them and Malcolm McDonald on Marketing Planning (also published by Kogan Page), as well as more than 100 articles and papers.

Mike Meldrum was a Lecturer in Marketing at the Cranfield School of Management, and now runs his own consulting company specializing in marketing, leadership development and coaching.

In this Book

  • The Discipline of Marketing
  • A Market Orientation
  • The Marketing Mix
  • Customer Retention Strategies
  • Marketing and Ethics
  • Marketing: Concept, Function or Process?
  • World-Class 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
  • Internet Marketing
  • Social Media Marketing
  • Mobile Marketing
  • Databases for Marketing
  • Consumer Buying Behaviour
  • Organizational Buying Behaviour
  • Market Segmentation
  • International Market Segmentation
  • 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
  • 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
  • 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
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