Complete Marketer : 60 Essential Concepts for Marketing Excellence

Get a thorough grounding in all aspects of the marketing discipline, from direct mail and online media to market research and branding, with this ultimate reference guide.

<p>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? <b><i>The Complete Marketer</i></b> 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.<br><br><b>Malcolm McDonald</b> and <b>Mike Meldrum</b> 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 <b><i>The Complete Marketer</i></b> an invaluable resource for general managers, non-qualified marketers and students studying marketing as part of a broader degree.</p>