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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 ...

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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.

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Editorial Reviews

CHOICE - N.A. Govoni

"Marketing is about providing solutions that result in customer value and satisfaction, and the authors have produced a neat, handy source of key guidelines for building and implementing effective marketing programs that work toward that end. Summing Up: Highly recommended."
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Product Details

  • ISBN-13: 9780749466763
  • Publisher: Kogan Page, Ltd.
  • Publication date: 5/28/2013
  • Pages: 336
  • Sales rank: 1,463,571
  • Product dimensions: 6.10 (w) x 9.10 (h) x 0.80 (d)

Meet the Author

Professor Malcolm McDonald 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 Marketing Plans: How to Prepare Them; How to Use Them and Malcolm McDonald on Marketing Planning (Kogan Page), as well as more than 100 articles and papers.

Mike Meldrum was a Lecturer in Marketing at the Cranfield School of Management, and now runs his own consulting company specializing in marketing, leadership development and coaching.

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Table of Contents

List of Figures
List of Tables

PART One Understanding the basics of marketing

TOPIC 1 The discipline of marketing
TOPIC 2 A market orientation
TOPIC 3 The marketing mix
Product (including service products)
TOPIC 4 Customer retention strategies
TOPIC 5 Marketing and ethics
Consumerism and marketing
TOPIC 6 Marketing: concept, function or process?
The marketing concept
Marketing as an organizational function
Marketing as a process
Concept, function or process?
TOPIC 7 World-class marketing
1 A market orientation
2 Competitive advantage
3 Environmental scanning
4 Competitor surveillance
5 Market segmentation
6 Strengths and weaknesses analysis
7 Mirroring market dynamics
8 Adopt a portfolio management approach
9 Set strategic priorities
10 Be professional 

PART Two Different types of marketing

TOPIC 8 Marketing consumer products
Consumer markets
Main methods for marketing consumer products
Value chain management
Micro marketing
TOPIC 9 Marketing industrial products
Understanding industrial marketing
Issues in industrial marketing
Industrial marketing and general management
TOPIC 10 Marketing service products
Defining a service
TOPIC 11 Marketing high-tech products
Distinguishing high-tech products
Critical marketing issues
TOPIC 12 Marketing capital goods
Consequences for marketing
Capital goods pricing
Decision-making in the purchase of capital goods
TOPIC 13 Trade marketing
The rise of intermediaries
Trade marketing tactics
Trade marketing strategies
The future
TOPIC 14 Category management
Growth of category management
From brand management to category management
Limitations of category management
Challenges for the future
TOPIC 15 Relationship marketing
An expanded marketing mix
The six markets model
TOPIC 16 International and global marketing
International control

PART Three Marketing in the digital age

TOPIC 17 Internet marketing
Benefits of the internet for marketing
Top ten considerations in internet marketing
TOPIC 18 Social media marketing
Marketing objectives
Key marketing considerations
TOPIC 19 Mobile marketing
The concept
Marketing enhancements from mobiles
Challenges for mobile marketing
TOPIC 20 Databases for marketing
Problems with databases
Avoiding badly constructed databases
Information needed to support a marketing strategy

PART Four Understanding customers 
TOPIC 21 Consumer buying behaviour
Components of a purchase decision
Personal involvement
The decision-making process
TOPIC 22 Organizational buying behaviour
Organizational buying stages
Organizational buyer situations
The organizational decision-making unit
TOPIC 23 Market segmentation
Starting the process
Analysis of customer behaviour
Analysis of customer attributes
Analysis of benefits sought
Clustering of groups
TOPIC 24 International market segmentation
Types of international products
PART Five Understanding markets

TOPIC 25 Marketing information and research

TOPIC 26 Preparing a marketing research brief
Contents of a brief
The research proposal
The sponsoring organization's response
TOPIC 27 Auditing a market
Marketing audit variables
TOPIC 28 Constructing a SWOT
Strengths and weaknesses
Opportunities and threats
TOPIC 29 Competitor analysis
Components of Porter's five forces framework
Performing a competitor analysis
TOPIC 30 The Boston Matrix
TOPIC 31 The Directional Policy Matrix
Strategic business units
Market attractiveness
Business strength or position
Constructing a DPM portfolio
TOPIC 32 The Ansoff Matrix
Existing products for existing markets
New products for existing markets
New markets for existing products
New markets for new products

PART Six Managing the marketing mix

TOPIC 33 Branding
The scope of branding
Successful and unsuccessful brands
The components of a brand
TOPIC 34 The product life cycle
Life cycles and product categories
Stages in the product life cycle
Deviant product life cycles
Using the product life cycle
TOPIC 35 Diffusion of innovation
New product adoption
New product diffusion
Rate of diffusion
TOPIC 36 Developing new products
Types of new products
Sources of new product ideas
Stages in product development
TOPIC 37 Pricing strategies
Market skimming
Sliding or reducing skim
Market penetration
Floor pricing
Competitor pricing
Cost-based pricing
Value-based pricing
Micro-transaction pricing
TOPIC 38 Setting a price
Occasions requiring price decision
Price presentation
Transaction price management
TOPIC 39 Sales promotion
Nature and scope of sales promotion activities
Sales promotion strategy and tactics
TOPIC 40 Advertising
Advertising media
Types of advertising objectives
Making advertising effective
TOPIC 41 Public relations
Areas of public relations activity
TOPIC 42 Sponsorship
Types of sponsorship
Growth of sponsorship
Objectives of sponsorship
Sponsorship processes
Phase 1: Existing activity review
Phase 2: Policy and strategy development
Phase 3: Negotiation
Phase 4: Activation of the sponsorship programme
Phase 5: Return on investment
Phase 6: Review
TOPIC 43 Personal selling
The sales process
TOPIC 44 Managing the sales team
Sales force objectives
Motivating the sales force
TOPIC 45 Key account management
Developmental stages of KAM relationships
Exploratory KAM
Basic KAM
Co-operative KAM
Interdependent KAM
Integrated KAM
Challenges for the future
TOPIC 46 Implementing key account management
Strategic marketing benefits of KAM
Skills required of a key account manager
Organizational positioning
Implementation issues
TOPIC 47 Channel strategy
Evaluating the use of intermediaries
Channel and intermediary alternatives
TOPIC 48 Channel management
Motivating intermediaries
Developing partnerships
Channel conflict
TOPIC 49 Customer service strategies
Elements of customer service
Developing a strategy
TOPIC 50 Multi-channel integration
Customer preferences
How channels work together
TOPIC 51 Integrated marketing communication and distribution channels

PART Seven Planning and control

TOPIC 52 Forecasting sales
Macro and micro forecasting
Forecasting techniques
Forecasting and uncertainty
TOPIC 53 Marketing planning
The essence of marketing planning
Types of marketing plan
The contents of a strategic marketing plan
The contents of a tactical marketing plan
The marketing planning timetable
Marketing vs business plans
TOPIC 54 Barriers to implementing marketing planning systems
Weak support from chief executive and top management
Lack of a plan for planning
Lack of line management support
Confusion over planning terms
Numbers in lieu of written objectives and strategies
Too much detail, too far ahead
Once-a-year ritual
Separation of operational planning from strategic planning
Failure to integrate marketing planning into a total corporate planning system
Delegation of planning to a planner
TOPIC 55 International product planning
Product line choice
Product adaptation
TOPIC 56 Organizational structure and marketing
Central and decentralized activities
Departmental structures
Process redesign
Other developments
TOPIC 57 Budgeting for marketing
Budgeting practices
Marketing costs for budgeting
Costing marketing activities
TOPIC 58 Legal issues in marketing
Legal barriers to market entry
Legal requirements for marketing activities
Law as a weapon for competitive advantage
TOPIC 59 Marketing due diligence
The process
Market risk
Share risk
Profit risk
TOPIC 60 Marketing metrics
Level one metrics
Level two metrics
Level three metrics

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