The Complete Marketer: 60 Essential Concepts for Marketing Excellence - Softcover

McDonald, Malcolm; Meldrum, Mike

Softcover

ISBN 10: 0749466766 ISBN 13: 9780749466763

Publisher: Kogan Page, 2013

Synopsis

The Complete Marketer is 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.

About this title

Book Description:

A thorough grounding in all aspects of marketing - from direct mail to online media - for non-marketing professionals

About the Author:

Professor Malcolm McDonald enjoys 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 including Marketing Plans: How to Prepare Them; How to Use Them and Malcolm McDonald on Marketing Planning (Kogan Page), as well as more than 100 articles and papers.

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

About this edition

• Publisher: Kogan Page
• Publication date: 2013
• ISBN 10: 0749466766
• ISBN 13: 9780749466763
• Binding: Paperback
• Edition number: 1
• Number of pages: 336