Description

Book Synopsis
Malcolm McDonald MA(Oxon) MSc PhD DLitt DSc is Emeritus Professor of Marketing and, until recently, Deputy Director of the Cranfield School of Management. Formerly, he was the Marketing Director of Canada Dry, UK. He is the author of a number of books, including Marketing Accountability and Marketing Value Metrics (also published by Kogan Page). Mike Meldrum was a Lecturer in Marketing at the Cranfield School of Management, and now runs his own consultancy specializing in marketing, leadership development and coaching.

Table of Contents
    • Chapter - 21: Consumer buying behaviour;
    • Chapter - 22: Organizational buying behaviour;
    • Chapter - 23: Market segmentation;
    • Chapter - 24: International market segmentation;
  • Section - FIVE: Understanding markets;
    • Chapter - 25: Marketing information and research;
    • Chapter - 26: Preparing a marketing research brief;
    • Chapter - 27: Auditing a market;
    • Chapter - 28: Constructing a SWOT;
    • Chapter - 29: Competitor analysis;
    • Chapter - 30: The Boston Matrix;
    • Chapter - 31: The Directional Policy Matrix;
    • Chapter - 32: The Ansoff Matrix;
  • Section - SIX: Managing the marketing mix;
    • Chapter - 33: Branding;
    • Chapter - 34: The product life cycle;
    • Chapter - 35: Diffusion of innovation;
    • Chapter - 36: Developing new products;
    • Chapter - 37: Pricing strategies;
    • Chapter - 38: Setting a price;
    • Chapter - 39: Sales promotion;
    • Chapter - 40: Advertising;
    • Chapter - 41: Public relations;
    • Chapter - 42: Sponsorship;
    • Chapter - 43: Personal selling;
    • Chapter - 44: Managing the sales team;
    • Chapter - 45: Key account management;
    • Chapter - 46: Implementing key account management;
    • Chapter - 47: Channel strategy;
    • Chapter - 48: Channel management;
    • Chapter - 49: Customer service strategies;
    • Chapter - 50: Multi-channel integration;
    • Chapter - 51: Integrated marketing communication and distribution channels;
  • Section - FOUR: Understanding customers;
    • Chapter - 20: Databases for marketing;
    • Chapter - 19: Mobile marketing;
    • Chapter - 18: Social media marketing;
    • Chapter - 17: Internet marketing;
  • Section - THREE: Marketing in the digital age;
    • Chapter - 16: International and global marketing;
    • Chapter - 15: Relationship marketing;
    • Chapter - 14: Category management;
    • Chapter - 13: Trade marketing;
    • Chapter - 12: Marketing capital goods;
    • Chapter - 11: Marketing high-tech products;
    • Chapter - 10: Marketing service products;
    • Chapter - 09: Marketing industrial products;
    • Chapter - 08: Marketing consumer products;
  • Section - TWO: Different types of marketing;
    • Chapter - 07: World-class marketing;
    • Chapter - 06: Marketing: concept, function or process?;
    • Chapter - 05: Marketing and ethics;
    • Chapter - 04: Customer retention strategies;
    • Chapter - 03: The marketing mix;
    • Chapter - 02: A market orientation;
    • Chapter - 01: The discipline of marketing;
  • Section - ONE: Understanding the basics of marketing;
  • Section - SEVEN: Planning and control;
    • Chapter - 52: Forecasting sales;
    • Chapter - 53: Marketing planning;
    • Chapter - 54: Barriers to implementing marketing planning systems;
    • Chapter - 55: International product planning;
    • Chapter - 56: Organizational structure and marketing;
    • Chapter - 57: Budgeting for marketing;
    • Chapter - 58: Legal issues in marketing;
    • Chapter - 59: Marketing due diligence;
    • Chapter - 60: Marketing metrics

The Complete Marketer

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    A Paperback / softback by Malcolm McDonald, Mike Meldrum

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      Publisher: Kogan Page Ltd
      Publication Date: 03/05/2013
      ISBN13: 9780749466763, 978-0749466763
      ISBN10: 0749466766
      Also in:
      Business, Finance & Law Sales and marketing

      Description

      Book Synopsis
      Malcolm McDonald MA(Oxon) MSc PhD DLitt DSc is Emeritus Professor of Marketing and, until recently, Deputy Director of the Cranfield School of Management. Formerly, he was the Marketing Director of Canada Dry, UK. He is the author of a number of books, including Marketing Accountability and Marketing Value Metrics (also published by Kogan Page). Mike Meldrum was a Lecturer in Marketing at the Cranfield School of Management, and now runs his own consultancy specializing in marketing, leadership development and coaching.

      Table of Contents
        • Chapter - 21: Consumer buying behaviour;
        • Chapter - 22: Organizational buying behaviour;
        • Chapter - 23: Market segmentation;
        • Chapter - 24: International market segmentation;
      • Section - FIVE: Understanding markets;
        • Chapter - 25: Marketing information and research;
        • Chapter - 26: Preparing a marketing research brief;
        • Chapter - 27: Auditing a market;
        • Chapter - 28: Constructing a SWOT;
        • Chapter - 29: Competitor analysis;
        • Chapter - 30: The Boston Matrix;
        • Chapter - 31: The Directional Policy Matrix;
        • Chapter - 32: The Ansoff Matrix;
      • Section - SIX: Managing the marketing mix;
        • Chapter - 33: Branding;
        • Chapter - 34: The product life cycle;
        • Chapter - 35: Diffusion of innovation;
        • Chapter - 36: Developing new products;
        • Chapter - 37: Pricing strategies;
        • Chapter - 38: Setting a price;
        • Chapter - 39: Sales promotion;
        • Chapter - 40: Advertising;
        • Chapter - 41: Public relations;
        • Chapter - 42: Sponsorship;
        • Chapter - 43: Personal selling;
        • Chapter - 44: Managing the sales team;
        • Chapter - 45: Key account management;
        • Chapter - 46: Implementing key account management;
        • Chapter - 47: Channel strategy;
        • Chapter - 48: Channel management;
        • Chapter - 49: Customer service strategies;
        • Chapter - 50: Multi-channel integration;
        • Chapter - 51: Integrated marketing communication and distribution channels;
      • Section - FOUR: Understanding customers;
        • Chapter - 20: Databases for marketing;
        • Chapter - 19: Mobile marketing;
        • Chapter - 18: Social media marketing;
        • Chapter - 17: Internet marketing;
      • Section - THREE: Marketing in the digital age;
        • Chapter - 16: International and global marketing;
        • Chapter - 15: Relationship marketing;
        • Chapter - 14: Category management;
        • Chapter - 13: Trade marketing;
        • Chapter - 12: Marketing capital goods;
        • Chapter - 11: Marketing high-tech products;
        • Chapter - 10: Marketing service products;
        • Chapter - 09: Marketing industrial products;
        • Chapter - 08: Marketing consumer products;
      • Section - TWO: Different types of marketing;
        • Chapter - 07: World-class marketing;
        • Chapter - 06: Marketing: concept, function or process?;
        • Chapter - 05: Marketing and ethics;
        • Chapter - 04: Customer retention strategies;
        • Chapter - 03: The marketing mix;
        • Chapter - 02: A market orientation;
        • Chapter - 01: The discipline of marketing;
      • Section - ONE: Understanding the basics of marketing;
      • Section - SEVEN: Planning and control;
        • Chapter - 52: Forecasting sales;
        • Chapter - 53: Marketing planning;
        • Chapter - 54: Barriers to implementing marketing planning systems;
        • Chapter - 55: International product planning;
        • Chapter - 56: Organizational structure and marketing;
        • Chapter - 57: Budgeting for marketing;
        • Chapter - 58: Legal issues in marketing;
        • Chapter - 59: Marketing due diligence;
        • Chapter - 60: Marketing metrics

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