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The Complete Marketer: 60 Essential Concepts for Marketing Excellence - Softcover

 
9780749466763: The Complete Marketer: 60 Essential Concepts for Marketing Excellence
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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.

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Review:
"Marketing is about providing solutions that result in customer value and satisfaction, and the authors have produced a neat, handy source of key guidelines for building and implementing effective marketing programs that work toward that end. Summing Up: Highly recommended."--N.A. Govoni, Babson College "CHOICE "
Book Description:
Provides an accessible foundation for anyone getting to grips with marketing

Helps build and implement effective marketing programmes that result in customer value and satisfaction

Includes both operational details and guidance on taking a strategy forward

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  • PublisherKogan Page
  • Publication date2013
  • ISBN 10 0749466766
  • ISBN 13 9780749466763
  • BindingPaperback
  • Edition number1
  • Number of pages336
  • Rating

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