The Complete Marketeris 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.
Professor Malcolm McDonaldenjoys 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 includingMarketing Plans: How to Prepare Them; How to Use ThemandMalcolm McDonald on Marketing Planning(Kogan Page), as well as more than 100 articles and papers.
Mike Meldrumwas a Lecturer in Marketing at the Cranfield School of Management, and now runs his own consulting company specializing in marketing, leadership development and coaching.
List of Figures
List of Tables
PART One Understanding the basics of marketing
TOPIC 1 The discipline of marketing
TOPIC 2 A market orientation
TOPIC 3 The marketing mix
Product (including service products)
Price
Promotion
Place
TOPIC 4 Customer retention strategiesTOPIC 5 Marketing and ethics
Consumerism and marketing
TOPIC 6 Marketing: concept, function or process?
The marketing concept
Marketing as an organizational function
Marketing lsA
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