Résumé
Not just another ‘introduction to marketing', Key
Marketing Skills contains information, advice and guidance
on the marketing issues of the moment, including key
account management, CRM, and the impact on marketing of the
e-revolution. This book and free CD ROM provides an
‘action kit' for application to any business
circumstance, whether it is in a consumer, business to
business, industrial or service environment. Using live
examples of good and bad marketing practice to provide
insights and warnings, this book covers:
- how to conduct a market audit;
- developing a marketing strategy;
- writing a marketing plan;
- segmenting your market;
- marketing and the e-revolution;
- strategies in the marketing mix;
- customer relationship marketing;
- delivering value.
Includes a FREE CD ROM with a ready to use Directional
Policy Matrix (DPM), the INSIGHT Marketing Planning
template, interactive exercises, case studies and a
presentation pack of tools and models.
L'auteur - Peter Cheverton
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 Marketing Skills, both published by Kogan Page
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Kogan Page |
| Auteur(s) | Peter Cheverton |
| Parution | 01/11/2000 |
| Nb. de pages | 414 |
| Format | 18,7 x 24,6 |
| Couverture | Broché |
| Poids | 970g |
| Intérieur | Noir et Blanc |
| EAN13 | 9780749433550 |
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