What is 'the marketing mix'? Is marketing a concept, function or process? How do you construct a good SWOT analysis? What are the strategic marketing benefits of key account management? The Complete Marketer is a solid introduction to the marketing discipline, which is broken down into easily digestible chapters on topics such as digital marketing, understanding consumers, understanding markets, market audits, segmentation, sales forecasting, mobile marketing, advertising and PR, and managing a sales team. It features clear diagrams and definitions throughout to make concepts easy to understand.
Malcolm McDonald and Mike Meldrum have simplified the discipline of marketing by translating jargon and creating an encyclopedia of marketing terms, concepts and fundamentals. It applies the authors' marketing expertise to every aspect of the marketing mix, making The Complete Marketer an invaluable resource for general managers, non-qualified marketers and students studying marketing as part of a broader degree.
- ISBN10 0749466766
- ISBN13 9780749466763
- Publish Date 3 May 2013 (first published 1 January 2013)
- Publish Status Active
- Publish Country GB
- Imprint Kogan Page Ltd
- Format Paperback (US Trade)
- Pages 336
- Language English