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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. 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 Details

ISBN: 9780749442989
ISBN-10: 0749442980
Format: Paperback
(246mm x 189mm x 21mm)
Pages: 400
Imprint: Kogan Page Ltd
Publisher: Kogan Page Ltd
Publish Date: 3-Oct-2004
Country of Publication: United Kingdom

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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

Books By Author Peter Cheverton

Key Account Management by Peter Cheverton

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Understanding the Professional Buyer by Peter Cheverton

Understanding the Professional Buyer

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Building the Value Machine by Peter Cheverton

Building the Value Machine

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