Includes index.
Understanding the basics of marketing
The discipline of marketing
A market orientation
The marketing mix
Customer retention strategies
Marketing and ethics
Marketing : concept, function or process?
World-class marketing
Different types of marketing
Marketing consumer products
Marketing industrial products
Marketing service products
Marketing high-tech products
Marketing capital goods
Trade marketing
Category management
Relationship marketing
International and global marketing
Marketing in the digital age
Internet marketing
Social media marketing
Mobile marketing
Databases for marketing
Understanding customers
Consumer buying behaviour
Organizational buying behaviour
Market segmentation
International market segmentation
Analysing markets
Marketing information and research
Preparing a marketing research brief
Auditing a market
Constructing a swot
Competitor analysis
The boston matrix
The directional policy matrix
The ansoff matrix
Managing the marketing mix
Branding
The product life cycle
Diffusion of innovation
Developing new products
Pricing strategies
Setting a price
Sales promotion
Advertising
Public relations
Sponsorship
Personal selling
Managing the sales team
Key account management
Implementing key account management
Channel strategy
Channel management
Customer service strategies
Multi-channel integration
Integrated marketing communication and distribution channels
Planning and control
Forecasting sales.
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The complete marketer : 60 essential concepts for marketing excellence by Malcolm McDonald. ISBN 9780749466763. Published by Kogan Page Limited in 2013. Publication and catalogue information, links to buy online and reader comments.
