Overview
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. Free online resources contain the INSIGHT Directional Policy Matrix (DPM), the INSIGHT Activity Cycle, and the INSIGHT Marketing Planning template.
Full Product Details
Author: Peter Cheverton
Publisher: Kogan Page Ltd
Imprint: Kogan Page Ltd
Edition: 2nd Revised edition
Dimensions:
Width: 18.90cm
, Height: 2.10cm
, Length: 24.60cm
Weight: 0.786kg
ISBN: 9780749442989
ISBN 10: 0749442980
Pages: 400
Publication Date: 03 October 2004
Audience:
College/higher education
,
Professional and scholarly
,
Tertiary & Higher Education
,
Professional & Vocational
Format: Paperback
Publisher's Status: Out of Print
Availability: Out of stock
Reviews
This really makes marketing happen - congratulations! * Professor Malcolm McDonald, Emeritus Professor, Cranfield University School of Management * All marketing lecturers find your book most useful - it is replacing Kotler on both the strategic and tactical parts of our courses. * Mats Engstroem, IHM Business School, Sweden *
practical tips and a useful chapter on brand management. media week 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 this practical book offers advice on conducting a strategic market audit, defining marketing objectives, identifying market segments, analyzing the value chain, promoting a brand, and determining price. america online, kogan page usa takes a comprehensive look at the differing types of marketing approaches, how they would work with certain brands and discusses how best to implement them depending on the type of product, organisation, and market environment. export guide 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
Author Information
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, specialty chemicals and IT. He is the author of Key Account Management, and Key Account Management in Financial Services, both published by Kogan Page.
