The complete marketer :

Bibliographic Details
Main Author: McDonald, Malcolm
Other Authors: Meldrum, Mike
Format: Printed Book
Edition:1st Edition.
Subjects:
Marketing.
Table of Contents:
  • 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.

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