000			02949cam a2200421 i 4500
001			ocn809028637
003			OCoLC
005			20251028093300.0
008			121214s2013 paua 001 0 eng
010			_a 2012046365
035			_a(Sirsi) i9780749466763
040			_aDLC _beng _erda _cDLC _dYDX _dBTCTA _dOCLCO _dBDX _dYDXCP _dWNE _dUKMGB _dJAI _dBWK _dJOY _dBWX _dOCLCF _dNLE _dCDX _dVF$
015			_aGBB307836 _2bnb
016	7		_a016261035 _2Uk
019			_a826658973 _a845239395
020			_a9780749466763
020			_a0749466766
020			_z9780749466770 (ebk.)
035			_a(OCoLC)809028637 _z(OCoLC)826658973 _z(OCoLC)845239395
042			_apcc
050	0	0	_aHF 5415 _b.M37953 2013
049			_aVF$A
100	1		_aMcDonald, Malcolm.
245	1	4	_aThe complete marketer : _b60 essential concepts for marketing excellence / _cMalcolm McDonald and Mike Meldrum.
250			_a1st Edition.
264		1	_aLondon ; Philadelphia ; New Delhi : _bKogan Page Limited, _c[2013]
300			_ax, 322 pages :b illustrations ; _c24 cm
336			_atext _2rdacontent
337			_aunmediated _2rdamedia
338			_avolume _2rdacarrier
500			_aIncludes index.
505	0		_aUnderstanding 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.
650		0	_aMarketing.
650		7	_aMarketing. _2fast _0(OCoLC)fst01010167
700	1		_aMeldrum, Mike.
994			_aC0 _bVF$
999			_c133058 _d133058