The Complete Marketer : 60 Essential Concepts for Marketing Excellence

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.