マーケティング専門家のための６０の必須概念 The Complete Marketer : 60 Essential Concepts for Marketing Excellence

McDonald, Malcolm/ Meldrum, Mike

Kogan Page Ltd（2013/05発売）

Kogan Page Ltd（2013/05発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 336 p.
• 言語 ENG
• 商品コード 9780749466763
• DDC分類 658.8

Full Description

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.

Contents

Chapter - 21: Consumer buying behaviour;
Chapter - 22: Organizational buying behaviour;
Chapter - 23: Market segmentation;
Chapter - 24: International market segmentation;

Section - FIVE: Understanding markets;

Chapter - 25: Marketing information and research;
Chapter - 26: Preparing a marketing research brief;
Chapter - 27: Auditing a market;
Chapter - 28: Constructing a SWOT;
Chapter - 29: Competitor analysis;
Chapter - 30: The Boston Matrix;
Chapter - 31: The Directional Policy Matrix;
Chapter - 32: The Ansoff Matrix;

Section - SIX: Managing the marketing mix;

Chapter - 33: Branding;
Chapter - 34: The product life cycle;
Chapter - 35: Diffusion of innovation;
Chapter - 36: Developing new products;
Chapter - 37: Pricing strategies;
Chapter - 38: Setting a price;
Chapter - 39: Sales promotion;
Chapter - 40: Advertising;
Chapter - 41: Public relations;
Chapter - 42: Sponsorship;
Chapter - 43: Personal selling;
Chapter - 44: Managing the sales team;
Chapter - 45: Key account management;
Chapter - 46: Implementing key account management;
Chapter - 47: Channel strategy;
Chapter - 48: Channel management;
Chapter - 49: Customer service strategies;
Chapter - 50: Multi-channel integration;
Chapter - 51: Integrated marketing communication and distribution channels;

Section - FOUR: Understanding customers;

Chapter - 20: Databases for marketing;
Chapter - 19: Mobile marketing;
Chapter - 18: Social media marketing;
Chapter - 17: Internet marketing;

Section - THREE: Marketing in the digital age;

Chapter - 16: International and global marketing;
Chapter - 15: Relationship marketing;
Chapter - 14: Category management;
Chapter - 13: Trade marketing;
Chapter - 12: Marketing capital goods;
Chapter - 11: Marketing high-tech products;
Chapter - 10: Marketing service products;
Chapter - 09: Marketing industrial products;
Chapter - 08: Marketing consumer products;

Section - TWO: Different types of marketing;

Chapter - 07: World-class marketing;
Chapter - 06: Marketing: concept, function or process?;
Chapter - 05: Marketing and ethics;
Chapter - 04: Customer retention strategies;
Chapter - 03: The marketing mix;
Chapter - 02: A market orientation;
Chapter - 01: The discipline of marketing;

Section - ONE: Understanding the basics of marketing;
Section - SEVEN: Planning and control;

Chapter - 52: Forecasting sales;
Chapter - 53: Marketing planning;
Chapter - 54: Barriers to implementing marketing planning systems;
Chapter - 55: International product planning;
Chapter - 56: Organizational structure and marketing;
Chapter - 57: Budgeting for marketing;
Chapter - 58: Legal issues in marketing;
Chapter - 59: Marketing due diligence;
Chapter - 60: Marketing metrics