The Resource The complete marketer : 60 essential concepts for marketing excellence, Malcolm McDonald and Mike Meldrum

The complete marketer : 60 essential concepts for marketing excellence, Malcolm McDonald and Mike Meldrum

Label
The complete marketer : 60 essential concepts for marketing excellence
Title
The complete marketer
Title remainder
60 essential concepts for marketing excellence
Statement of responsibility
Malcolm McDonald and Mike Meldrum
Title variation
Sixty essential concepts for marketing excellence
Creator
Contributor
Subject
Language
eng
Summary
The Complete Marketer is an accessible source of hard intelligence about the marketing discipline, broken down into over 60 constituent chapters - including internet marketing, understanding consumers, market audits, segmentation, advertising and PR, and managing a sales team. Designed as the ultimate 'dive-in' resource, the book applies the authors' marketing know-how to every aspect of the marketing mix, making it an invaluable resource for general managers, non-qualified marketers, and students taking a module in marketing as part of a broader degree course
Cataloging source
UMI
Dewey number
658.8
Illustrations
illustrations
Index
index present
LC call number
HF5415
LC item number
.M37953 2013
Literary form
non fiction
Nature of contents
dictionaries
Label
The complete marketer : 60 essential concepts for marketing excellence, Malcolm McDonald and Mike Meldrum
Publication
Note
Includes index
http://library.link/vocab/branchCode
  • net
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Content category
  • still image
  • text
Content type code
  • sti
  • txt
Content type MARC source
  • rdacontent
  • rdacontent
Contents
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
Control code
ocn851200341
Dimensions
unknown
Extent
1 online resource (1 volume)
Form of item
online
Isbn
9780749466770
Media category
computer
Media MARC source
rdamedia
Media type code
c
Other physical details
illustrations
http://library.link/vocab/ext/overdrive/overdriveId
cl0500000232
http://library.link/vocab/recordID
.b28547937
Sound
unknown sound
Specific material designation
remote
System control number
  • (OCoLC)851200341
  • pebco0749466774

Library Locations

    • Deakin University Library - Geelong Waurn Ponds CampusBorrow it
      75 Pigdons Road, Waurn Ponds, Victoria, 3216, AU
      -38.195656 144.304955
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