TY  - BOOK
AU  - McDonald, Malcolm
AU  - Meldrum, Mike
TI  - The complete marketer : 60 essential concepts for marketing excellence
SN  - 9780749466763
U1  - 658.8 
PY  - 2013///
CY  - New Delhi
PB  - Kogan Page India
KW  - Marketing
N1  - index
N2  - 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
ER  -