{"product_id":"the-complete-marketer-60-essential-concepts-for-marketing-excellence-9780749466763","title":"The Complete Marketer: 60 Essential Concepts for Marketing Excellence","description":"\u003cp\u003eWhat 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? \u003cb\u003e\u003ci\u003eThe Complete Marketer\u003c\/i\u003e\u003c\/b\u003e 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. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cb\u003eMalcolm McDonald\u003c\/b\u003e and \u003cb\u003eMike Meldrum\u003c\/b\u003e 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 \u003cb\u003e\u003ci\u003eThe Complete Marketer\u003c\/i\u003e\u003c\/b\u003e an invaluable resource for general managers, non-qualified marketers and students studying marketing as part of a broader degree.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Malcolm McDonald, Mike Meldrum\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Kogan Page\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 05\/28\/2013\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 336\u003cbr\u003e\u003cb\u003eBinding Type:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 1.07lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.11h x 6.26w x 0.73d\u003cbr\u003e\u003cb\u003eISBN:\u003c\/b\u003e 9780749466763\u003cbr\u003e\u003cbr\u003e\u003cb\u003eReview Citation(s): \u003c\/b\u003e\u003cbr\u003e\u003ci\u003eChoice\u003c\/i\u003e 11\/01\/2013\u003cbr\u003e\u003cp\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eProfessor Malcolm McDonald\u003c\/b\u003e enjoys a global reputation as a leading authority on marketing. Emeritus Professor at Cranfield University, he is also Chairman of six companies and works with the operating boards of some of the world's leading multinationals. He has written over 40 books including \u003ci\u003eMarketing Plans: How to Prepare Them; How to Use Them\u003c\/i\u003e and \u003ci\u003eMalcolm McDonald on Marketing Planning\u003c\/i\u003e (Kogan Page), as well as more than 100 articles and papers. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cb\u003eMike Meldrum \u003c\/b\u003ewas a Lecturer in Marketing at the Cranfield School of Management, and now runs his own consulting company specializing in marketing, leadership development and coaching.\u003cbr\u003e","brand":"Kogan Page","offers":[{"title":"Paperback","offer_id":40440962121843,"sku":"9.78E+12","price":48.09,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0555\/9255\/0515\/products\/img_91304a74-02a6-4579-9b31-bb57317ac906.jpg?v=1663252544","url":"https:\/\/bookstorenmore.com\/products\/the-complete-marketer-60-essential-concepts-for-marketing-excellence-9780749466763","provider":"Bookstore N More","version":"1.0","type":"link"}