The complete marketer : 60 essential concepts for marketing excellence
著者
書誌事項
The complete marketer : 60 essential concepts for marketing excellence
Kogan Page, 2013
大学図書館所蔵 全4件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
注記
Includes index
内容説明・目次
内容説明
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.
目次
- 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 - FOUR: Understanding customers
- Chapter - 20: Databases for marketing
- Chapter - 19: Mobile marketing
- Chapter - 18: Social media marketing
- Chapter - 17: Internet marketing
- Section - THREE: Marketing in the digital age
- Chapter - 16: International and global marketing
- Chapter - 15: Relationship marketing
- Chapter - 14: Category management
- Chapter - 13: Trade marketing
- Chapter - 12: Marketing capital goods
- Chapter - 11: Marketing high-tech products
- Chapter - 10: Marketing service products
- Chapter - 09: Marketing industrial products
- Chapter - 08: Marketing consumer products
- Section - TWO: Different types of marketing
- Chapter - 07: World-class marketing
- Chapter - 06: Marketing: concept, function or process?
- Chapter - 05: Marketing and ethics
- Chapter - 04: Customer retention strategies
- Chapter - 03: The marketing mix
- Chapter - 02: A market orientation
- Chapter - 01: The discipline of marketing
- Section - ONE: Understanding the basics of marketing
- 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
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