McDonald, Malcolm <br/><br/>
The complete marketer : 60 essential concepts for marketing excellence 
/ Malcolm Mcdonald and Mike Meldrum 
 - 1st ed. 
 - New Delhi  Kogan Page India  2013 
 - xiii, 322 p.  : ill.  ; 23 cm. 
<br/><br/>Includes index 
<br/><br/> A source of hard intelligence about the marketing discipline, broken down into over 60 constituent chapters - including internet marketing, understanding consumers, market audits, segmentation, advertising and PR, and managing a sales team. It applies the authors' marketing know-how to every aspect of the marketing mix 
<br/><br/><label>ISBN: </label>9780749466763 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing
<br/><br/><label>Dewey Class. No.: </label>658.8  / MCD