Key Marketing Skills: Strategies Tools and Techniques for Marketing Success (2nd Revised edition)

Key Marketing Skills: Strategies Tools and Techniques for Marketing Success (2nd Revised edition)

By: Peter Cheverton (author)Audio Book

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Praise and Reviews "This really makes marketing happen - congratulations!" - Professor Malcolm McDonald "All marketing lecturers find your book most useful - it is replacing Kotler on both the strategic and tactical parts of our courses." -Mats Engstrom, IHM Business School, Sweden Not just another 'introduction to marketing', Key Marketing Skills is a practical, actionable guide that shows how to apply marketing strategies in a real-world context. Taking you step by step through the entire marketing planning process, Peter Cheverton shows you how to: conduct a market audit build your marketing strategy prepare a robust marketing plan develop a unique value proposition build alignment throughout the supply chain implement your plan through the marketing mix Extensively revised and updated, this new edition has also been expanded to include a wealth of brand new international case studies and planning models. Together with sections on vital issues such as brand management, how to brief an agency and how to conduct a self-assessment health check of your current level of marketing excellence, this book will provide all the necessary tools and guidance to make marketing happen. The free CD ROM contains the INSIGHT Directional Policy Matrix (DPM), the INSIGHT Activity Cycle, and the INSIGHT Marketing Planning template.

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About Author

Peter Cheverton is a Director of INSIGHT Marketing and People, an international training and consultancy firm specializing in marketing and key account management, with clients in fmcg, financial services, pharmaceuticals, speciality chemicals and IT. He is the author of Key Account Management, and Key Account Management in Financial Services, both published by Kogan Page


Section - ONE: Definitions, purpose and process;Chapter - 01: What is marketing?;Chapter - 02: The Marketing Model;Chapter - 03: Issues raised by the Marketing Model;Chapter - 04: In search of 'good marketing';Chapter - 05: The marketing process;Chapter - 06: Writing the marketing plan;Section - TWO: The strategic market audit;Chapter - 07: Market research;Chapter - 08: Chakravati's piano, or, why you need market research...;Chapter - 09: The strategic audit;Chapter - 10: The CONNECT Inc case study;Section - THREE: Strategic positioning;Chapter - 11: Vision and objectives;Chapter - 12: How will we grow?;Chapter - 13: How will we compete?;Chapter - 14: What will drive us?;Chapter - 15: Who will we serve?;Chapter - 16: Branding;Section - FOUR: Delivering the value;Chapter - 17: The segment audit;Chapter - 18: The value proposition;Chapter - 19: Relationship management;Chapter - 20: Brand management;Chapter - 21: Functional alignment;Chapter - 22: Portfolio management;Section - FIVE: The tactical mix;Chapter - 23: The tactical audit;Chapter - 24: The four P's...or the four C's?;Chapter - 25: Product;Chapter - 26: Place;Chapter - 27: Promotion;Chapter - 28: Price;Chapter - 29: The Ambient Ltd case study;Section - SIX: Making it happen;Chapter - 30: The marketing health check;Chapter - 31: Getting further help

Product Details

  • publication date: 03/10/2004
  • ISBN13: 9780749442989
  • Format: Audio Book, Paperback
  • Number Of Pages: 400
  • ID: 9780749442989
  • weight: 786
  • ISBN10: 0749442980
  • edition: 2nd Revised edition

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  • Saver Delivery: Yes
  • 1st Class Delivery: Yes
  • Courier Delivery: Yes
  • Store Delivery: Yes

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