The Resource The complete marketer : 60 essential concepts for marketing excellence, Malcolm McDonald and Mike Meldrum

The complete marketer : 60 essential concepts for marketing excellence, Malcolm McDonald and Mike Meldrum

Label
The complete marketer : 60 essential concepts for marketing excellence
Title
The complete marketer
Title remainder
60 essential concepts for marketing excellence
Statement of responsibility
Malcolm McDonald and Mike Meldrum
Creator
Contributor
Subject
Language
eng
Cataloging source
DLC
Dewey number
658.8
Illustrations
illustrations
Index
index present
LC call number
HF5415
LC item number
.M37953 2013
Literary form
non fiction
The complete marketer : 60 essential concepts for marketing excellence, Malcolm McDonald and Mike Meldrum
Label
The complete marketer : 60 essential concepts for marketing excellence, Malcolm McDonald and Mike Meldrum
Publication
Note
Includes index
Related Contributor
Related Location
Related Agents
Related Authorities
Related Subjects
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
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 -- Understanding 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 -- Marketing planning -- Barriers to implementing marketing planning systems -- International product planning -- Organizational structure and marketing -- Budgeting for marketing -- Legal issues in marketing -- Marketing due diligence -- Marketing metrics
Control code
ocn809028637
http://library.link/vocab/cover_art
https://secure.syndetics.com/index.aspx?type=xw12&client=216-623-2800&isbn=9780749466763&upc=&oclc=%28OCoLC%29809028637/LC.JPG
Dimensions
24 cm
http://library.link/vocab/discovery_link
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Edition
1st edition.
Extent
x, 322 pages
Isbn
9780749466763
Lccn
2012046365
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
Other physical details
illustrations
System control number
(OCoLC)809028637

Library Locations

    • HUDSON/Main LibraryBorrow it
      96 Library St., Hudson, OH, 44236, US
      41.2416074 -81.44362009999999
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