Key Marketing Skills by Peter Cheverton

Key Marketing Skills by Peter Cheverton

Not just another 'introduction to marketing', Key Marketing Skills is a practical, actionable guide that demonstrates how to apply marketing strategies in a real-world context, from conducting a marketing audit and building your marketing strategy, to preparing a robust marketing plan and developing a unique value proposition. Taking you step by step through the entire marketing planning process, it will enable you to build alignment through the supply chain and successfully 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, Key Marketing Skills provides all the necessary tools and guidance to make marketing happen. Online resources include self-test questions, marketing planning template, performance map and a customer activity cycle table.

"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 Engström, IHM Business School, Sweden *

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.

SKU	Nicht verfügbar
ISBN 13	9780749442989
ISBN 10	0749442980
Titel	Key Marketing Skills
Autor	Peter Cheverton
Buchzustand	Nicht verfügbar
Bindungsart	Paperback
Verlag	Kogan Page Ltd
Erscheinungsjahr	2004-10-03
Seitenanzahl	400
Hinweis auf dem Einband	Die Abbildung des Buches dient nur Illustrationszwecken, die tatsächliche Bindung, das Cover und die Auflage können sich davon unterscheiden.
Hinweis	Nicht verfügbar