The Complete Marketer - Couverture souple

McDonald; Meldrum

 
9780749466763: The Complete Marketer
Couverture souple
ISBN 10 : 0749466766 ISBN 13 : 9780749466763
Editeur : Kogan Page, 2013

Synopsis

What 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? The Complete Marketer 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.

Malcolm McDonald and Mike Meldrum 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 The Complete Marketer an invaluable resource for general managers, non-qualified marketers and students studying marketing as part of a broader degree.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l?auteur

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.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Kogan Page
Date d'édition
2013
Langue
anglais
ISBN 10 
0749466766
ISBN 13 
9780749466763
Reliure
Broché
Nombre de pages
336
Coordonnées du fabricant
non disponible
Personne responsable
gpsr@libri.de
gpsr@libri.de

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