Key Marketing Skills

A Complete Action Kit of Strategies, Tools and Techniques for Marketing Success

Peter Cheverton

400 pages, parution le 15/11/2004 (2^eme édition)

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Résumé

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.

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

Sommaire

What is marketing?
The marketing model
Issues raised by the marketing model
In search of 'good marketing'
The marketing process
Writing the marketing plan
Market research
Chakravati's piano, or, why, you need market research...
The strategic audit
The CONNECT Inc case study
Vision and objectives
How will we grow?
How will we compete?
What will drive us?
Who will we serve?
Branding
The segment audit
The value proposition
Relationship management
Brand management
Functional alignment
Portfolio management
The tactical audit
The four P's... or the four C's?
Product
Place
Promotion
Price
The Ambient Ltd case study
The marketing health check
Getting further help

Voir tout

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Kogan Page
Auteur(s)	Peter Cheverton
Parution	15/11/2004
Édition	2^eme édition
Nb. de pages	400
Format	19 x 24
Couverture	Broché
Poids	940g
Intérieur	Noir et Blanc
EAN13	9780749442989