Key Marketing Skills: Strategies, Tools, and Techniques for Marketing Success
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 Engstr m, 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. Free online resources contain the INSIGHT Directional Policy Matrix (DPM), the INSIGHT Activity Cycle, and the INSIGHT Marketing Planning template.
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The Marketing Model
In search of good marketing
Writing the marketing plan
Chakravatis piano or why you need market research
The strategic audit
The CONNECT Inc case study
Vision and objectives
The value proposition
The tactical audit
How will we grow?
How will we compete?
Who will we serve?
The segment audit
The Ambient Ltd case study
The marketing health check
Getting further help