Key Marketing Skills
Strategies Tools and Techniques for Marketing Success 2nd Revised edition
By (author) Peter Cheverton
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Key Marketing Skills by Peter Cheverton
Book DescriptionPraise 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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Book DetailsISBN: 9780749442989
(246mm x 189mm x 21mm)
Imprint: Kogan Page Ltd
Publisher: Kogan Page Ltd
Publish Date: 3-Oct-2004
Country of Publication: United Kingdom
Books By Author Peter Cheverton
Key Account Management, Paperback (February 2015)
Key Account Management is the definitive work on account management, showing how a unique yet simple methodology, effectively implemented, can identify, win, retain and develop a company's key customers.
Understanding the Professional Buyer, Paperback (November 2010)
A guide for sales people, giving them insight into the behaviour and strategies of buyers, so that they are able to deal with them more successfully and regain power in the buyer-seller relationship.
Building the Value Machine, Hardback (November 2009)» View all books by Peter Cheverton
Represents the type of business that many aspire towards - a business able to align its internal functions (sales, marketing etc) in order to collaborate with its key customers in the creation of real and unique value for mutual benefit.
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Author Biography - 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 Account Management in Financial Services, both published by Kogan Page
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