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The Complete Marketer
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Provides an accessible foundation for anyone getting to grips with marketing Helps build and implement effective marketing programmes that result in customer value and satisfaction Includes both operational details and guidance on taking a strategy forward

Table of Contents

  • 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

About the Author

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.

Reviews

"Marketing is about providing solutions that result in customer value and satisfaction, and the authors have produced a neat, handy source of key guidelines for building and implementing effective marketing programs that work toward that end. Summing Up: Highly recommended."--N.A. Govoni, Babson College "CHOICE "

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