TY  - BOOK
AU  - McDonald,Malcolm
AU  - Meldrum,Mike
TI  - The complete marketer: 60 essential concepts for marketing excellence 
SN  - 9780749466763
AV  - HF 5415 .M37953 2013
PY  - 2013///]
CY  - London ; Philadelphia ; New Delhi
PB  - Kogan Page Limited
KW  - Marketing
KW  - fast
N1  - 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
ER  -