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Reviews:
"The Complete Marketer provides outstanding insight into the discipline of marketing. I highly recommend it to any business person who is serious about developing a world class marketing organization capable of winning in the Increasingly sophisticated, highly competitive and global markets of today."
Steve Erickson, Vice President, Strategic Marketing, Parker Hannifin Corporation
"A practical, no-nonsense introduction to the core dimensions of marketing. Brimming with facts and insights, this succinct, accessible text provides readers with knowledge and understanding of the crucial role of marketing in organizational success."
Dr Ailsa Kolsaker, Senior Lecturer in Marketing and eBusiness, Oxford Brookes University
Description:
The Complete Marketer is an accessible source of hard intelligence about the marketing discipline, broken down into 60 quick-to-read digestible topics each focusing on an essential area. Examples include:
• internet marketing
• understanding consumers
• market audits
• segmentation
• advertising and PR
• managing a sales team
• social media marketing
• strategy
Designed as the ultimate "dive-in" resource, this book applies the authors’ marketing know-how to every aspect of marketing management and the marketing mix, making it an invaluable resource for general managers, non-qualified marketers and students taking a module in marketing as part of a broader degree course.
Contents:
Part One- Understanding the basics of marketing
TOPIC 1: The discipline of marketing • TOPIC 2: A market orientation • TOPIC 3: The marketing mix • TOPIC 4: Customer retention strategies • TOPIC 5: Marketing and ethics • TOPIC 6: Marketing: concept, function or process? • TOPIC 7: World-class marketing
Part Two- Different types of marketing
TOPIC 8: Marketing consumer products • TOPIC 9: Marketing industrial products • TOPIC 10: Marketing service products • TOPIC 11: Marketing high-tech products • TOPIC 12: Marketing capital goods • TOPIC 13: Trade marketing • TOPIC 14: Category management • TOPIC 15: Relationship marketing • TOPIC 16: International and global marketing
Part Three- Marketing in the digital age
TOPIC 17: Internet marketing • TOPIC 18: Social media marketing • TOPIC 19: Mobile marketing • TOPIC 20: Databases for marketing
Part Four- Understanding customers
TOPIC 21: Consumer buying behaviour • TOPIC 22: Organizational buying behaviour • TOPIC 23: Market segmentation • TOPIC 24: International market segmentation
Part Five- Understanding markets
TOPIC 25: Marketing information and research • TOPIC 26: Preparing a marketing research brief • TOPIC 27: Auditing a market • TOPIC 28: Constructing a SWOT • TOPIC 29: Competitor analysis • TOPIC 30: The Boston Matrix • TOPIC 31: The Directional Policy Matrix • TOPIC 32: The Ansoff Matrix
Part Six- Managing the marketing mix
TOPIC 33: Branding • TOPIC 34: The product life cycle • TOPIC 35: Diffusion of innovation • TOPIC 36: Developing new products • TOPIC 37: Pricing strategies • TOPIC 38: Setting a price • TOPIC 39: Sales promotion • TOPIC 40: Advertising • TOPIC 41: Public relations • TOPIC 42: Sponsorship • TOPIC 43: Personal selling • TOPIC 44: Managing the sales team • TOPIC 45: Key account management • TOPIC 46: Implementing key account management • TOPIC 47: Channel strategy • TOPIC 48: Channel management • TOPIC 49: Customer service strategies • TOPIC 50: Multi-channel integration • TOPIC 51: Integrated marketing communication and distribution channels
Part seven- Planning and control
TOPIC 52: Forecasting sales • TOPIC 53: Marketing planning • TOPIC 54: Barriers to implementing marketing planning systems • TOPIC 55: International product planning • TOPIC 56: Organizational structure and marketing • TOPIC 57: Budgeting for marketing • TOPIC 58: Legal issues in marketing • TOPIC 59: Marketing due diligence • TOPIC 60: Marketing metrics • Index ISBN - 9780749466763
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Pages : 336
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