The Complete Marketer: 60 Essential Concepts for Marketing Excellence

by Malcolm McDonald and Mike Meldrum

Book Overview

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...

• Format: Paperback
• Language: English
• ISBN: 0749466766
• ISBN13: 9780749466763
• Release Date: May 2013
• Publisher: Kogan Page
• Length: 336 Pages
• Weight: 1.15 lbs.
• Dimensions: 0.7" x 6.3" x 9.1"