The complete marketer : 60 essential concepts for marketing excellence / Malcolm McDonald and Mike Meldrum.
By: McDonald, Malcolm.
Contributor(s): Meldrum, Mike.
Edition: 1st Edition.Description: x, 322 pages :b illustrations ; 24 cm.ISBN: 9780749466763.Subject(s): MarketingGenre/Form: Print books.DDC classification: 658.8Current location | Call number | Status | Date due | Barcode | Item holds |
---|---|---|---|---|---|
On Shelf | HF5415 .M37953 2013 (Browse shelf) | Available | AU0000000004001 |
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HF5415 .L482 1986 The marketing imagination / | HF5415 .L4832 2008 Marketing myopia / | HF5415 .M3344 2018 Mastering market analytics : business metrics - practice and application / | HF5415 .M37953 2013 The complete marketer : 60 essential concepts for marketing excellence / | HF5415 .M5273 2021 Get different : marketing that can't be ignored / | HF5415 .M85 2013 The marketing gurus : lessons from the best marketing books of all time / | HF5415 .P36 2020 Marketing strategy : based on first principles and data analytics. |
Includes index.
Understanding the basics of marketing -- The discipline of marketing -- A market orientation -- The marketing mix -- Customer retention strategies -- Marketing and ethics -- Marketing : concept, function or process? -- World-class marketing -- Different types of 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 -- Marketing in the digital age -- Internet marketing -- Social media marketing -- Mobile marketing -- Databases for marketing -- Understanding customers -- Consumer buying behaviour -- Organizational buying behaviour -- Market segmentation -- International market segmentation -- Analysing markets -- 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 -- Managing the marketing mix -- 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 -- Planning and control -- Forecasting sales.