The complete marketer : 60 essential concepts for marketing excellence

XIII, 322 S.

graph. Darst.

Understanding the basics of marketingThe discipline of marketing -- A market orientation -- The marketing mix -- Customer retention strategies -- Marketing and ethics -- Marketing : concept, function or process? -- World-class marketing -- Different types of marketing -- Marketing consumer products -- Marketing industrial products -- Marketing service products -- Marketing high-tech products -- Marketing capital goods -- Trade marketing -- Category management -- Relationship marketing -- International and global marketing -- Marketing in the digital age -- Internet marketing -- Social media marketing -- Mobile marketing -- Databases for marketing -- Understanding customers -- Consumer buying behaviour -- Organizational buying behaviour -- Market segmentation -- International market segmentation -- Analysing markets -- Marketing information and research -- Preparing a marketing research brief -- Auditing a market -- Constructing a swot -- Competitor analysis -- The boston matrix -- The directional policy matrix -- The ansoff matrix -- Managing the marketing mix -- Branding -- The product life cycle -- Diffusion of innovation -- Developing new products -- Pricing strategies -- Setting a price -- Sales promotion -- Advertising -- Public relations -- Sponsorship -- Personal selling -- Managing the sales team -- Key account management -- Implementing key account management -- Channel strategy -- Channel management -- Customer service strategies -- Multi-channel integration -- Integrated marketing communication and distribution channels -- Planning and control -- Forecasting sales.

Understanding the basics of marketing -- The discipline of marketing -- A market orientation -- The marketing mix -- Customer retention strategies -- Marketing and ethics -- Marketing : concept, function or process? -- World-class marketing -- Different types of marketing -- Marketing consumer products -- Marketing industrial products -- Marketing service products -- Marketing high-tech products -- Marketing capital goods -- Trade marketing -- Category management -- Relationship marketing -- International and global marketing -- Marketing in the digital age -- Internet marketing -- Social media marketing -- Mobile marketing -- Databases for marketing -- Understanding customers -- Consumer buying behaviour -- Organizational buying behaviour -- Market segmentation -- International market segmentation -- Analysing markets -- Marketing information and research -- Preparing a marketing research brief -- Auditing a market -- Constructing a swot -- Competitor analysis -- The boston matrix -- The directional policy matrix -- The ansoff matrix -- Managing the marketing mix -- Branding -- The product life cycle -- Diffusion of innovation -- Developing new products -- Pricing strategies -- Setting a price -- Sales promotion -- Advertising -- Public relations -- Sponsorship -- Personal selling -- Managing the sales team -- Key account management -- Implementing key account management -- Channel strategy -- Channel management -- Customer service strategies -- Multi-channel integration -- Integrated marketing communication and distribution channels -- Planning and control -- Forecasting sales.

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