The Complete Marketer

60 Essential Concepts for Marketing Excellence
1. Auflage 2013
ISBN: 978-0-7494-6676-3
Verlag: Kogan Page

Buch, Englisch, 336 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 515 g

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.

Autoren/Hrsg.

McDonald, Malcolm

Meldrum, Mike

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

• Section - ONE: Understanding the basics of marketing;
• • Chapter - 01: The discipline of marketing;
  • Chapter - 02: A market orientation;
  • Chapter - 03: The marketing mix;
  • Chapter - 04: Customer retention strategies;
  • Chapter - 05: Marketing and ethics;
  • Chapter - 06: Marketing: concept, function or process?;
  • Chapter - 07: World-class marketing;
• Section - TWO: Different types of marketing;
• • Chapter - 08: Marketing consumer products;
  • Chapter - 09: Marketing industrial products;
  • Chapter - 10: Marketing service products;
  • Chapter - 11: Marketing high-tech products;
  • Chapter - 12: Marketing capital goods;
  • Chapter - 13: Trade marketing;
  • Chapter - 14: Category management;
  • Chapter - 15: Relationship marketing;
  • Chapter - 16: International and global marketing;
• Section - THREE: Marketing in the digital age;
• • Chapter - 17: Internet marketing;
  • Chapter - 18: Social media marketing;
  • Chapter - 19: Mobile marketing;
  • Chapter - 20: Databases for marketing;
• Section - FOUR: Understanding customers;
• • Chapter - 21: Consumer buying behaviour;
  • Chapter - 22: Organizational buying behaviour;
  • Chapter - 23: Market segmentation;
  • Chapter - 24: International market segmentation;
• Section - FIVE: Understanding markets;
• • Chapter - 25: Marketing information and research;
  • Chapter - 26: Preparing a marketing research brief;
  • Chapter - 27: Auditing a market;
  • Chapter - 28: Constructing a SWOT;
  • Chapter - 29: Competitor analysis;
  • Chapter - 30: The Boston Matrix;
  • Chapter - 31: The Directional Policy Matrix;
  • Chapter - 32: The Ansoff Matrix;
• Section - SIX: Managing the marketing mix;
• • Chapter - 33: Branding;
  • Chapter - 34: The product life cycle;
  • Chapter - 35: Diffusion of innovation;
  • Chapter - 36: Developing new products;
  • Chapter - 37: Pricing strategies;
  • Chapter - 38: Setting a price;
  • Chapter - 39: Sales promotion;
  • Chapter - 40: Advertising;
  • Chapter - 41: Public relations;
  • Chapter - 42: Sponsorship;
  • Chapter - 43: Personal selling;
  • Chapter - 44: Managing the sales team;
  • Chapter - 45: Key account management;
  • Chapter - 46: Implementing key account management;
  • Chapter - 47: Channel strategy;
  • Chapter - 48: Channel management;
  • Chapter - 49: Customer service strategies;
  • Chapter - 50: Multi-channel integration;
  • Chapter - 51: Integrated marketing communication and distribution channels;
• Section - SEVEN: Planning and control;
• • Chapter - 52: Forecasting sales;
  • Chapter - 53: Marketing planning;
  • Chapter - 54: Barriers to implementing marketing planning systems;
  • Chapter - 55: International product planning;
  • Chapter - 56: Organizational structure and marketing;
  • Chapter - 57: Budgeting for marketing;
  • Chapter - 58: Legal issues in marketing;
  • Chapter - 59: Marketing due diligence;
  • Chapter - 60: Marketing metrics

Über Autor(innen)

McDonald, Malcolm
Professor Malcolm McDonald enjoys a global reputation as a leading authority on marketing. He was until recently Professor of Marketing and Deputy Director at Cranfield University School of Management, and is now an Emeritus Professor at the University as well as being an Honorary Professor at Warwick Business School. He has been consultant to many major companies from the United Kingdom, Europe, USA, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability. Malcolm is also Chairman of six companies and works with the operating boards of some of the world's leading multinationals on all continents. He has written over 40 books including the best-selling Marketing Plans: How to prepare them, how to use them.

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

Malcolm McDonald MA(Oxon) MSc PhD DLitt DSc is Emeritus Professor of Marketing and, until recently, Deputy Director of the Cranfield School of Management. Formerly, he was the Marketing Director of Canada Dry, UK. He is the author of a number of books, including Marketing Accountability and Marketing Value Metrics (also published by Kogan Page). Mike Meldrum was a Lecturer in Marketing at the Cranfield School of Management, and now runs his own consultancy specializing in marketing, leadership development and coaching.