THE COMPLETE MARKETER: 60 ESSENTIAL CONCEPTS FOR MARKETING EXCELLENCE
Book ID/图书代码： 07682015B78567
English Summary/英文概要： 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.
Chinese Summary/中文概要： “营销组合”是什么意思？营销是一个概念，功能还是过程？你如何建立一个良好的SWOT分析？关键客户管理的战略性营销好处是什么？《彻头彻尾的营销者》介绍了市场营销的准则，并将其切分成了比较易于理解的几个章节，例如电子营销、理解客户、理解市场、市场审计、区分、销售预测、移动营销、广告以及公关，以及管理好一个销售团队。书中还接住了清晰的图表和定义来阐述这些概念。
马尔科姆•麦当那和迈克•梅尔德伦将专业术语白话，还详细解释了营销的行话、概念和基础。《彻头彻尾的营销者》是营销主管们不可多得的参考书籍，该专业的学生也可以阅读一下拓宽知识面。（XAT）
Awards/获奖情况：“使客户满意是营销的最终目的，作者就编写了一部相当完整的营销方案来引领读者。高度推荐。”——N.A.格福宁，巴布森学院
"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."--N.A. Govoni, Babson College "CHOICE "
About the Author/作者介绍： 马尔科姆•麦克唐纳硕士(奥克)是克兰菲尔德管理学院的名誉营销教授以及副主任。他还是英国 Bass Charrington公司的营销总监。他，马尔科姆曾写过《营销责任制》和《市场价值指标》。
迈克•梅尔德伦是克兰菲尔德管理学院的营销讲师，他目前也经营着自己的咨询公司，专攻市场、领导力发展并授课。
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.
Format:HARDCOVER
Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE
Complex/Traditional Chinese/繁体中文：AVAILABLE
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