книга "The complete marketer" — Малькольм Макдональд, Mike MeldrumThe complete marketer. Введение в маркетинг: цифровой маркетинг, понимание потребителей, понимание рынков, рынок аудита, прогнозирование продаж, мобильный маркетинг, реклама и PR, управление отделом продаж.
The Complete Marketer is a solid introduction to the marketing discipline, broken down into over 60 constituent chapters - including digital marketing, understanding consumers, understanding markets, market audits, segmentation, forecasting sales, mobile marketing, advertising and PR and managing a sales team. McDonald and Meldrum have simplified the marketing discipline - translating the jargon and creating an encyclopedia of marketing terms, concepts and fundamentals. Designed as a resource that can be read as a whole or dipped into as needed, this book applies the authors' marketing know-how to every aspect of the marketing mix, making it a valuable resource for general managers, non marketers and marketing students. Designed as the ultimate "dive-in" resource, this book applies the authors' marketing know-how to every aspect of marketing management and the marketing mix, making it an invaluable resource for general managers, non-qualified marketers and students taking a module in marketing as part of a broader degree course. | 
