The Complete Marketer: 60 Essential Concepts for Marketing Excellence

by Malcolm McDonald, Mike Meldrum

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.

Genres: Nonfiction, Business

336 pages, Paperback

First published January 1, 2013

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Reviews

[Heath Henwood · Rating 4 out of 5]

The Complete Marketer
BY Malcom McDonalds and Mike Meldrum
Publisher: KoganPage

Subtitled 60 essential concepts for marketing excellence this book provides a broad sweep of marketing concepts and information.

Written as a text book it provides information on the concept of marketing; types of marketing; understanding the market and customers; use of social media and digital technologies; and the planning and developing strategy for a marketing program.

The information is comprehensive, while still being a readable format for the average small business person.

A useful resource on marketing and getting a business strategy right.