{"product_id":"the-complete-marketer-9780749466763","title":"The Complete Marketer","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eMalcolm McDonald\u003c\/b\u003e 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 \u003cb\u003e\u003ci\u003eMarketing Accountability\u003c\/i\u003e\u003c\/b\u003e and \u003cb\u003e\u003ci\u003eMarketing Value Metrics\u003c\/i\u003e\u003c\/b\u003e (also published by Kogan Page).  \u003cb\u003eMike Meldrum\u003c\/b\u003e was a Lecturer in Marketing at the Cranfield School of Management, and now runs his own consultancy specializing in marketing, leadership development and coaching.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003cul\u003e\n\u003cli\u003e\u003cul\u003e\n\u003cli\u003eChapter - 21: \tConsumer buying behaviour;\u003c\/li\u003e\n\u003cli\u003eChapter - 22: \tOrganizational buying behaviour;\u003c\/li\u003e\n\u003cli\u003eChapter - 23: \tMarket segmentation;\u003c\/li\u003e\n\u003cli\u003eChapter - 24: \tInternational market segmentation;\u003c\/li\u003e\n\u003c\/ul\u003e\u003c\/li\u003e\n\u003cli\u003eSection - FIVE:  Understanding markets;\u003c\/li\u003e\n\u003cli\u003e\u003cul\u003e\n\u003cli\u003eChapter - 25: \tMarketing information and research;\u003c\/li\u003e\n\u003cli\u003eChapter - 26: \tPreparing a marketing research brief;\u003c\/li\u003e\n\u003cli\u003eChapter - 27: \tAuditing a market;\u003c\/li\u003e\n\u003cli\u003eChapter - 28: \tConstructing a SWOT;\u003c\/li\u003e\n\u003cli\u003eChapter - 29: \tCompetitor analysis;\u003c\/li\u003e\n\u003cli\u003eChapter - 30: \tThe Boston Matrix;\u003c\/li\u003e\n\u003cli\u003eChapter - 31: \tThe Directional Policy Matrix;\u003c\/li\u003e\n\u003cli\u003eChapter - 32: \tThe Ansoff Matrix;\u003c\/li\u003e\n\u003c\/ul\u003e\u003c\/li\u003e\n\u003cli\u003eSection - SIX:  Managing the marketing mix;\u003c\/li\u003e\n\u003cli\u003e\u003cul\u003e\n\u003cli\u003eChapter - 33: \tBranding;\u003c\/li\u003e\n\u003cli\u003eChapter - 34: \tThe product life cycle;\u003c\/li\u003e\n\u003cli\u003eChapter - 35: \tDiffusion of innovation;\u003c\/li\u003e\n\u003cli\u003eChapter - 36: \tDeveloping new products;\u003c\/li\u003e\n\u003cli\u003eChapter - 37: \tPricing strategies;\u003c\/li\u003e\n\u003cli\u003eChapter - 38: \tSetting a price;\u003c\/li\u003e\n\u003cli\u003eChapter - 39: \tSales promotion;\u003c\/li\u003e\n\u003cli\u003eChapter - 40: \tAdvertising;\u003c\/li\u003e\n\u003cli\u003eChapter - 41: \tPublic relations;\u003c\/li\u003e\n\u003cli\u003eChapter - 42: \tSponsorship;\u003c\/li\u003e\n\u003cli\u003eChapter - 43: \tPersonal selling;\u003c\/li\u003e\n\u003cli\u003eChapter - 44: \tManaging the sales team;\u003c\/li\u003e\n\u003cli\u003eChapter - 45: \tKey account management;\u003c\/li\u003e\n\u003cli\u003eChapter - 46: \tImplementing key account management;\u003c\/li\u003e\n\u003cli\u003eChapter - 47: \tChannel strategy;\u003c\/li\u003e\n\u003cli\u003eChapter - 48: \tChannel management;\u003c\/li\u003e\n\u003cli\u003eChapter - 49: \tCustomer service strategies;\u003c\/li\u003e\n\u003cli\u003eChapter - 50: \tMulti-channel integration;\u003c\/li\u003e\n\u003cli\u003eChapter - 51: \tIntegrated marketing communication and distribution channels;\u003c\/li\u003e\n\u003c\/ul\u003e\u003c\/li\u003e\n\u003cli\u003eSection - FOUR:  Understanding customers;\u003c\/li\u003e\n\u003cli\u003e\u003cul\u003e\n\u003cli\u003eChapter - 20: \tDatabases for marketing;\u003c\/li\u003e\n\u003cli\u003eChapter - 19: \tMobile marketing;\u003c\/li\u003e\n\u003cli\u003eChapter - 18: \tSocial media marketing;\u003c\/li\u003e\n\u003cli\u003eChapter - 17: \tInternet marketing;\u003c\/li\u003e\n\u003c\/ul\u003e\u003c\/li\u003e\n\u003cli\u003eSection - THREE:  Marketing in the digital age;\u003c\/li\u003e\n\u003cli\u003e\u003cul\u003e\n\u003cli\u003eChapter - 16: \tInternational and global marketing;\u003c\/li\u003e\n\u003cli\u003eChapter - 15: \tRelationship marketing;\u003c\/li\u003e\n\u003cli\u003eChapter - 14: \tCategory management;\u003c\/li\u003e\n\u003cli\u003eChapter - 13: \tTrade marketing;\u003c\/li\u003e\n\u003cli\u003eChapter - 12: \tMarketing capital goods;\u003c\/li\u003e\n\u003cli\u003eChapter - 11: \tMarketing high-tech products;\u003c\/li\u003e\n\u003cli\u003eChapter - 10: \tMarketing service products;\u003c\/li\u003e\n\u003cli\u003eChapter - 09: \tMarketing industrial products;\u003c\/li\u003e\n\u003cli\u003eChapter - 08: \tMarketing consumer products;\u003c\/li\u003e\n\u003c\/ul\u003e\u003c\/li\u003e\n\u003cli\u003eSection - TWO:  Different types of marketing;\u003c\/li\u003e\n\u003cli\u003e\u003cul\u003e\n\u003cli\u003eChapter - 07: \tWorld-class marketing;\u003c\/li\u003e\n\u003cli\u003eChapter - 06: \tMarketing: concept, function or process?;\u003c\/li\u003e\n\u003cli\u003eChapter - 05: \tMarketing and ethics;\u003c\/li\u003e\n\u003cli\u003eChapter - 04: \tCustomer retention strategies;\u003c\/li\u003e\n\u003cli\u003eChapter - 03: \tThe marketing mix;\u003c\/li\u003e\n\u003cli\u003eChapter - 02: \tA market orientation;\u003c\/li\u003e\n\u003cli\u003eChapter - 01: \tThe discipline of marketing;\u003c\/li\u003e\n\u003c\/ul\u003e\u003c\/li\u003e\n\u003cli\u003eSection - ONE:  Understanding the basics of marketing;\u003c\/li\u003e\n\u003cli\u003eSection - SEVEN:  Planning and control;\u003c\/li\u003e\n\u003cli\u003e\u003cul\u003e\n\u003cli\u003eChapter - 52: \tForecasting sales;\u003c\/li\u003e\n\u003cli\u003eChapter - 53: \tMarketing planning;\u003c\/li\u003e\n\u003cli\u003eChapter - 54: \tBarriers to implementing marketing planning systems;\u003c\/li\u003e\n\u003cli\u003eChapter - 55: \tInternational product planning;\u003c\/li\u003e\n\u003cli\u003eChapter - 56: \tOrganizational structure and marketing;\u003c\/li\u003e\n\u003cli\u003eChapter - 57: \tBudgeting for marketing;\u003c\/li\u003e\n\u003cli\u003eChapter - 58: \tLegal issues in marketing;\u003c\/li\u003e\n\u003cli\u003eChapter - 59: \tMarketing due diligence;\u003c\/li\u003e\n\u003cli\u003eChapter - 60: \tMarketing metrics\u003c\/li\u003e\n\u003c\/ul\u003e\u003c\/li\u003e\n\u003c\/ul\u003e","brand":"Kogan Page Ltd","offers":[{"title":"Default Title","offer_id":49404525543767,"sku":"9780749466763","price":22.79,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780749466763.jpg?v=1730486724","url":"https:\/\/bookcurl.com\/products\/the-complete-marketer-9780749466763","provider":"Book Curl","version":"1.0","type":"link"}