Key Marketing Skills: Strategies, Tools, and Techniques for Marketing Success

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Kogan Page Publishers, 2004 - Business & Economics - 383 pages
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This is a brand new edition that focuses on the practical issues faced by today's marketing professionals. It is truly about turning strategy into action and provides answers to key marketing issues:
 

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Contents

The Marketing Model
8
In search of good marketing
28
Writing the marketing plan
44
Market research
53
Chakravatis piano or why you need market research
65
The strategic audit
71
The CONNECT Inc case study
87
Vision and objectives
97
The value proposition
186
Relationship management
198
Brand management
223
Functional alignment
249
The tactical audit
265
Product
271
Place
290
Promotion
313

How will we grow?
105
How will we compete?
113
Who will we serve?
126
Branding
153
The segment audit
175
Price
332
The Ambient Ltd case study
358
The marketing health check
367
Getting further help
373
Copyright

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