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Innovation and Best Practice
for Business Success

Established 1967



The Complete Marketer

The Complete Marketer

60 Essential Concepts for Marketing Excellence

Malcolm McDonald, Mike Meldrum

£19.99

Get a thorough grounding in all aspects of the marketing discipline, from direct mail and online media to market research and branding, with this ultimate reference guide.

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About the book

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 the jargon and creating an encyclopaedia of marketing terms, concepts and fundamentals. They have applied their marketing know-how to every aspect of the marketing mix, making The Complete Marketer an invaluable resource for general managers, non-qualified marketers and students taking a module in marketing as part of a broader degree course.


Table Of Contents

  • Section - ONE: Understanding the basics of marketing;
    • Chapter - 01: The discipline of marketing;
    • Chapter - 02: A market orientation;
    • Chapter - 03: The marketing mix;
    • Chapter - 04: Customer retention strategies;
    • Chapter - 05: Marketing and ethics;
    • Chapter - 06: Marketing: concept, function or process?;
    • Chapter - 07: World-class marketing;
  • Section - TWO: Different types of marketing;
    • Chapter - 08: Marketing consumer products;
    • Chapter - 09: Marketing industrial products;
    • Chapter - 10: Marketing service products;
    • Chapter - 11: Marketing high-tech products;
    • Chapter - 12: Marketing capital goods;
    • Chapter - 13: Trade marketing;
    • Chapter - 14: Category management;
    • Chapter - 15: Relationship marketing;
    • Chapter - 16: International and global marketing;
  • Section - THREE: Marketing in the digital age;
    • Chapter - 17: Internet marketing;
    • Chapter - 18: Social media marketing;
    • Chapter - 19: Mobile marketing;
    • Chapter - 20: Databases for marketing;
  • Section - FOUR: Understanding customers;
    • 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 - 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



Book Details

  • EAN: 9780749466763
  • Edition: 1
  • Published: 3rd May 2013
  • Paperback
  • Dimensions: 234x156
  • 336 pages

About the Author

Malcolm McDonald MA(Oxon) MSc PhD DLitt DSc is Emeritus Professor of Marketing and, until recently, Deputy Director of the Cranfield School of Management. Formerly, he was the Marketing Director of Canada Dry, UK. He is the author of a number of books, including Marketing Accountability and Marketing Value Metrics (also published by Kogan Page).
Mike Meldrum was a Lecturer in Marketing at the Cranfield School of Management, and now runs his own consultancy specializing in marketing, leadership development and coaching.


Malcolm McDonald


Mike Meldrum