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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.
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