The Complete Marketer: 60 Essential Concepts for Marketing Excellence

ISBN-13: 9780749466763 / Angielski / Miękka / 2013 / 336 str.

Malcolm MacDonald

Opis

The Complete Marketer is a solid introduction to the marketing discipline, broken down into over 60 constituent chapters - including digital marketing, understanding consumers, understanding markets, market audits, segmentation, forecasting sales, mobile marketing, advertising and PR and managing a sales team.

McDonald and Meldrum have simplified the marketing discipline - translating the jargon and creating an encyclopedia of marketing terms, concepts and fundamentals. Designed as a resource that can be read as a whole or dipped into as needed, this book applies the authors' marketing know-how to every aspect of the marketing mix, making it a valuable resource for general managers, non marketers and marketing students.